The St. Cloud Convention & Visitors Bureau is the tourism arm of Greater St. Cloud, driving visitor spending across the region through events, hospitality, and local partnerships. Their work spans everything from weekend getaways to regional sports tournaments to statewide meetings, and success is measured in real dollars flowing back into the local economy.
Years of quick fixes had left the CVB’s brand stretched thin. A tweak here, a workaround there, and eventually those band-aids started showing through. The look felt outdated, the messaging siloed, and gaps had opened up between teams. While the visitor side was working, the tools meant to support meeting planners and sports organizers never received the same attention. The organization, while not broken, had outgrown the system holding it together.
This brand didn’t need to be built. It needed to be freed. The CVB’s director had already put in years of hard work laying a real foundation, one rooted in a genuine understanding of what makes this region worth visiting. That kind of understanding is rare, and you can’t fake your way into it.
The trouble was, none of that was showing up where it mattered. The website felt stuck in an older era of how people search for and plan a trip. And the spark that shows up in person – the thing that actually makes people fall for Greater St. Cloud – wasn’t making it into the materials meant to sell that feeling before anyone ever showed up. The story was there. The system to tell it wasn’t.
We gave visual identity to the three pillars at the heart of the CVB’s work: Visit (tourism), Play (sports), and Meet (meetings). Each now has its own distinct personality while still feeling unmistakably part of the same organization.
We rebuilt the website around the way visitors, meeting planners, and tournament organizers actually search, compare destinations, and make decisions.
Once the rebrand and website were live, the CVB brought us back to launch a summer campaign built around the stories, legends, and “remember when…” moments that get passed around campfires, dinner tables, and family gatherings. The campaign includes a hero video, a set of social reels, and a sticker sheet designed to spread the campaign by hand as much as online. It
launches soon, and it’s playful, proudly local, and impossible to mistake for anywhere else.
Greater St. Cloud finally has a brand that reflects the work already happening behind the scenes. The three pillars give visitors, meeting planners, and sports organizers their own clear path into the organization instead of asking one message to do everything. Most importantly, the experience now creates anticipation. People aren’t just finding Greater St. Cloud. They’re starting to imagine themselves here before they’ve even packed the car.
