What Makes Colorado Colorado? State Launches Inclusive Branding Initiative

  What Makes Colorado Colorado? State Launches Inclusive Branding Initiative

"Making Colorado" will use social media to engage residents, showcase
Colorado's creative talent and stimulate economy

- All Coloradans can contribute at www.makingcolorado.gov

- Creative talent can apply to serve on the creative team

- High school students can apply to represent communities

- New Colorado brand will be unveiled by Gov. John Hickenlooper in August

PR Newswire

DENVER, April 2, 2013

DENVER, April 2, 2013 /PRNewswire/ -- Today the state of Colorado is
introducing  Making Colorado, the most inclusive, collaborative and ambitious
branding effort ever undertaken by a state. Commissioned by Gov. John
Hickenlooper and led by Colorado's Chief Marketing Officer Aaron Kennedy,
founder of Noodles & Company, Making Colorado aims to uncover and showcase the
best talent, ideas and creativity from every corner of Colorado.

To view the multimedia assets associated with this release, please click:
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(Photo: http://photos.prnewswire.com/prnh/20130402/MM86329 )

Rather than hiring a single "place branding" design firm, the state is tapping
into the energy and expertise of multiple agencies and Coloradans across this
state, to build a brand for Colorado, by Colorado. Making Colorado will
capture the spirit and energy that exists in Colorado today to stimulate the
economy, unite statewide programs and showcase Colorado to the rest of the
world. Five months from now, at the Colorado Innovation Network Summit in
August, Hickenlooper will reveal the results of this one-of-a-kind initiative.

"Colorado has a heart and soul like no other state," said Hickenlooper. "We
launched the Making Colorado initiative to create and market a stronger
Colorado brand. Together, we will define what Colorado stands for and how to
convey that to the world to help ensure our communities, culture and
environment are strong and vibrant for decades to come."

"After examining a broad array of branding programs – good and bad – we built
Making Colorado around the most successful practices that felt right for
Colorado," said Kennedy, a former director for global brand design firm
Brandimage. "Colorado is a diverse and vibrant state, but we've been fairly
quiet about it. It's time to bring our compelling voice to life in a manner
that balances the needs, priorities and perspectives of all Coloradans. We've
gone to great lengths to create an inclusive and collaborative process, and
our success will rely on the participation and support of our fellow
Coloradans."

At makingcolorado.gov, all Coloradans will have the opportunity to submit
thoughts, opinions and creative ideas throughout the five-month process. This
input will then be filtered into a core group of collaborative teams,
including a Making Colorado Creative Team, comprised of 10-12 of Colorado's
top creative talent – including designers, copywriters and technologists – who
will be selected and led by Dave Schiff, founder ofmarketing agency Made
Movement. Using the public's input, this creative team will bring Colorado's
unique qualities to life and share their concepts with the public for
feedback. Applications for the Creative Agency will be accepted beginning
April 15.

Additional elements:

  oA Making Colorado Brand Council – A group of state's most influential
    individuals and representatives from companies and organizations that rely
    on the Colorado brand will provide input and recommendations on key
    decisions. Brand Council Members include Hikmet Ersek (Chief Executive
    Officer, Western Union), Steve Hughes (Founder, Boulder Brands), Kim
    Jordan (President, New Belgium Brewery), Lynne Valencia (Vice President
    Community Relations, 9News) Larry Drury (Chief Marketing Officer, First
    Data) and many others.
  oA Making Colorado Youth Ambassador Council – One high school senior from
    each of Colorado's 64 counties will also be selected to contribute content
    from their hometowns and keep local residents updated on project
    milestones. A couple of the Youth Ambassadors will be selected to serve
    on the Making Colorado Brand Council. Applications for the Youth
    Ambassador Council will be accepted beginning May 15.

"It is our responsibility to tell the world what Colorado stands for and a
unified, engaging voice will have greater resonance than a lot of competing
messages," said Kennedy. "By defining what makes Colorado great, we can
preserve all that we love about our state while enhancing the stability,
growth and global reputation of Colorado for generations to come."

The Networks of 9NEWS and Entravision Communications are playing instrumental
roles as official media sponsors of Making Colorado, helping to promote the
initiative state-wide.

Follow Making Colorado on the Making Colorado blog, Facebook , Twitter,
Instagram and Pinterest.

ABOUT Making Colorado
Making Colorado is the most inclusive, collaborative and ambitious branding
effort ever undertaken by a state. Commissioned by Colorado Gov. John
Hickenlooper and led by Colorado Chief Marketing Officer Aaron Kennedy, Making
Colorado is built to fulfill one of the six core objectives in the Colorado
Blueprint (the state's framework for economic development): "Create and market
a stronger Colorado brand." Making Colorado is a year-long effort that began
in August 2012 and will conclude in August 2013 at the Colorado Innovation
Network Summit in August, where Hickenlooper will reveal the results of this
statewide collaboration. Making Colorado will capture the spirit and energy
that exists in Colorado today to stimulate the economy, unify statewide
programs and showcase Colorado to the rest of the world. Visit
MakingColorado.gov to participate.

SOURCE Brand Colorado

Contact: Tim Streeb, Linhart PR, +1-303-951-2560, tstreeb@linhartpr.com
 
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