United States of Branding

Branding knows no bounds, and over the past few years has become an important tool for travel and tourism to boost awareness. Now one can see slick branding campaigns almost everywhere — for just about anywhere. (This is a trend we’ve seen before.) While reading a magazine last week, I stumbled upon this branding campaign created for the city of St. Louis and was struck with the fresh approach brought to a very overused symbol: the Gateway Arch. What I like the most is how the arch has become a dynamic gesture, working off of the right amount of playfulness that was created for the “St. Lou is…” set up. While i have my own thoughts, you should really ask Sheri, a St. Louis native, what makes St. Louis so “surprising.”