Key Challenge
Home, home on the range.  Sometimes a community’s relevant identity carries such powerful connotations that it can be difficult to look at that identity in any other light.  Such was the case with Hibbing, Minnesota, a city on the Mesabi Iron Range, forged out of the strong traditions of mining.  Hibbing’s high-profile taconite mining heritage was certainly a critical component of its reputation, but it was preventing people – residents and outsiders from recognizing the technological and cultural innovations currently underway.   

Critical Insight
North Star research found that while mining built the city of Hibbing, the strength of its people – namely their perseverance and innovation – were insuring its future.  The city boasts a forward-thinking economic development department that has pursued significant healthcare and light industrial industry.  Tourism is thriving in large part due to festivals like Dylan Days that celebrate the city’s most famous past resident – Bob Dylan.  The downtown is charming, the arts scene is growing; outdoor recreation is abundant and Hibbing is home to the nation’s most amazing high school.  Turns out that while it is still proud of its mining roots, Hibbing has a lot more to brag about than taconite.

Brand Strategy
North Star recommended a strategy positioning Hibbing as a community for people of substance at the core of the Iron Range in Northern Minnesota where inner strength is mined so you are empowered to move mountains.

A simple logo, unique green color and memorable line let people know that Hibbing is “More than ore.”  The primary feature of the logo is the ‘greater than’ symbol, which is representative of the Hibbing brand. The placement of the greater than symbol not only supports the idea of Hibbing being more than ore, but also positions the community as moving forward.  Finally, the symbol serves as a defining creative device ideal for tying together communications, environmental signage, merchandise and more.

Initial Concept

One of the ways North Star brings your brand to life is with a Brand Identity package, which is the creative representation of your identity. Creative goodies include recommendations for a logo, strap line, color palette, print ads, outdoor boards, t-shirts, websites and more!  (Note:  The “initial concept” is North Star’s recommendation.  As our client’s brand implementation progresses we will provide their “evolution of the idea”!)

 

Evolution of the Idea

 

Brand Action

Bringing a two-dimensional brand to life in a three-dimensional community takes a strong brand action plan. Following are a sampling of action ideas from the hundreds developed specifically for Hibbing. All were designed to help them wear their brand like a second skin.

• Brand stationery- Reprint the letterhead, cards, envelopes and folders for all public organizations to reflect the brand. Make a production out of presenting employees with the new branded materials. For example, sponsor an event called “More than letterhead. Lunch.” (Serve them lunch obviously!). Set a roll-out date after which only the new materials may be used. (Note: The die-cut “greater than” symbol lends your business cards a unique, three-dimensional quality.)
  Existing brochures and marketing materials will also need to be reprinted with the new logo. Eventually these pieces should be reworked to reflect the new brand in copy, color, style and tone.
  
  
  
• Recruit ambassadors - Use the internet, newspaper, radio and special events such as the roll-out event to recruit enthusiastic residents to become “More than ore ambassadors.” This group would sign up on-line for an ongoing series of “More than ore” e-blasts designed to educate them on all the great things about the community and turn them into positive spokespeople for their town. In addition hold special get-togethers and briefing to create unity and purpose within this group. Challenge ambassadors to “pass on” the positive vibe to other members of the community. Give all ambassadors a lapel pin shaped like the greater than symbol. Instruct them on different tactics for spreading the more than ore message about Hibbing.
  
  
  
• Expand Dylan Days - Work with your artists in residence to expand the scope and presence of the Dylan Days festival. Charge artists and festival organizers with attracting a broader array of participants, more visitors and offering more programs and shows. Proceeds from the event could be funneled into a “Dylan” fund for empowering a local artist to study their craft.
  
  
• Brand your prospect recruitment package - Create a high-end updated product recruitment package that focuses on all the ways that Hibbing offers businesses more.
  Hibbing. We’re more than ore. We’re:
  • Profit
  • People
  • Possibilities
  • Progress
  • Professionalism
  • Pride
  • Personal Service
  • Perfect Location
  

Kudos

"North Star Destination Strategies created a brand that can be used by all of our public and private entities. Because that brand is based on such thorough research we can point with surety at who we are, which allows up to position ourselves for the future. Best of all, the brand builds on the foundation of our iron mining heritage, but italso clearly conveys that we're much more than just our rich history.We're excited to move forward with implementing our brand across the community, and thankful for all of the timely hints and suggestions North Star has provided along the way."
- Miriam O. Kero, Marketing Assistant, City of Hibbing