Grand Forks is Way Cooler Than You Think
Way Cooler Than You Think
The Grand Forks Region Economic Development Corporation partnered with AE2S Communications to launch a national workforce and talent attraction campaign. Rooted in comprehensive planning and joint committee collaboration with community, business, and industry leaders, the result was a bold but self-aware brand: Way Cooler Than You Think.
Playing off the northern climate stereotype, the campaign reframed “cold” as a strength and celebrated the energy of all four seasons, a thriving UAS sector, entrepreneurial momentum, retail growth, and a lifestyle that balances opportunity with livability. The brand positioned the Grand Forks region as unexpectedly dynamic, innovative, and welcoming.
2022 EXCELLENCE IN ECONOMIC DEVELOPMENT AWARD WINNER
The results earned international recognition, including a Gold Award from the International Economic Development Council for Special Purpose Websites as part of the 2022 Excellence in Economic Development Awards, where the project was highlighted as a best practice in economic development marketing.
Key Project Elements
- Brand Strategy, Logo & Visual Identity
- Community Engagement
- Comprehensive Marketing Toolkit
- Award-Winning Website Design
- Social Media & Content Development
- Talent & Workforce Attraction
- Targeted Advertising & Media Strategy
The campaign strategically targeted high-growth industries and priority geographies across the United States. The brand became a unifying force for the region. What began as a workforce campaign evolved into a broader movement that strengthened community pride, expanded into an online store and blog series, and provided leaders with a cohesive platform to tell their story.
Way Cooler Than You Think did more than attract attention. It shifted perception, amplified momentum, and gave a growing region the confidence to own exactly who it is.
We’re here to support you.
When you need it.
We know you’re busy (and often with limited resources). We’re here to support you and your staff as you make a difference in your community.
Don’t you dare press the red button.
But seriously, do! We’re excited to partner with you!