As an organization that sees itself as an integral part of the public trust, Minnesota Public Radio was in search of new ways to bolster its connection and relevance to listeners across the state and beyond through its News vertical. With 45 stations and reporters living in communities across Minnesota, MPR News provides an unparalleled breadth and depth of coverage of the state, but also aims to connect to a new generation across multiple platforms.
It was clear from the start that the creative platform would have to both nurture and be fed by MPR’s core understanding of itself as serving the public good. We recognized that with conscious, intentional attention to the diverse identities and voices that make up Minnesota, MPR News can connect people through shared understanding.
Together, we created a platform built around the core concept of “Listen + Be Heard.” Grounded in an enriching, shared community voice, bold geometric patterns, and a vibrantly expanded color palette, the creative platform embodies community and diversity in interconnected visual elements, documentary photography, and by centering the voices of the audience alongside the vertical’s established journalistic expertise. When a brand’s voice is not only strong but responsive and evolving, audiences can discover multiple ways in that ultimately lead to a coherent, vibrant, and shared space.
Want to see more of our work? Click the button below to check out our case studies, and learn more about us at zeusjones.com.
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