IN WISCONSIN BRAND GUIDELINES

BRAND
PLATFORM
Brand attributes are the characteristics that define us. They tell our customers who
In Wisconsin is, what we stand for, and why this is the right place for business. It’s
crucial that we understand who we are before our customers can. And we must believe
it, or they never will.
GROUNDBREAKING BUSINESS
“Can do” is a common phrase in Wisconsin. And success is the product of effort. Driving
it all is the motivation, throughout history, by its people to demonstrate an ability to
“get it done”. From breaking new ground to growing new industries, the state and the
products and services produced here are intertwined and inseparable. It always has
been and always will be because it’s in Wisconsin’s DNA. As a team, we push ahead.
As partners, we discover what’s next. And together, we possess a unique capacity
to evolve and innovate—building our foundation to create the right environment for
businesses to make it happen.
BRAND VOICE
The In Wisconsin brand is a perfect representation of the state. Its voice is bold, not
boastful. Its language is professional and approachable, without becoming too stiff or too
casual. In Wisconsin is authentic, conversational and smart—it uses the full weight of
words without coming across as esoteric or verbose. And no one can consider it a know-it-all.
From headlines to body copy, the In Wisconsin voice is straightforward—just like our people.
IN WISCONSIN COLLATERAL HEADLINE EXAMPLE:
Innovation is born here from a long tradition of doing what’s right, what works and what’s
next. Find the future In Wisconsin.
BODY COPY EXAMPLE:
Wisconsin’s commitment to education doesn’t end with high school. 100 years ago, we
were the first to establish a system of vocational, technical and adult education schools,
which now rank top in the nation and offer highly specialized degrees across a broad
range of industries. Our technical college system and Customized Labor Training Fund
serves one of every eight adults—twice the national average.
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