La Crosse Center

Competitively positioning a convention center requires differentiation and discipline

It’s a wonderful thing, hearing from thousands of friends and neighbors how special our own hometown is. Vendi channeled the many voices from multiple rounds of public input and direction into a competitive brand strategy and identity.

The differentiators

• The spectacular location on the banks the mighty Mississippi
• The magnificent new facility itself

The adjacent draws

• A thriving historic downtown
• A growing economy
• The booming recreation afforded by the river and surrounding bluffs

The audiences

• Tourists
• Conference and meeting planners
• Event planners
• Booking agents
• County residents

Vendi worked closely with the staff, board, architect and interior design teams to ensure functional and creative connections between the brand and the facility. An ongoing exchange of ideas, firmly rooted in the brand strategy, culminated in a strategic brand identity.

Vendi developed segmented messaging to articulate the brand and facility benefits to each specific audience—what specifically the La Crosse Center offers each group and their customers.

We then documented brand strategy, identity, palette, graphic elements, signage system, brand story and key and segmented messaging in our award-winning “Speaking as one” standards guide.