Challenge

ROC2025 is a powerful alliance of economic development organizations dedicated to making Greater Rochester, New York one of the most dynamic and rapidly growing regional economies in the U.S. ROC2025 came to us to refresh their brand and reflect the incredible culture, innovation and technology emerging throughout the Greater Rochester region.

Solution

We began by defining an underlying brand concept: “Root to Rise.”  Root to Rise acts as a unifying internal and external communication platform and vision for the Greater Rochester region. It highlights connections, community, opportunity, and progress built around the concept that we are growing a renaissance from the ground up.

We created an inspirational campaign that enabled us to elevate and reignite excitement, support, and interest in the Greater Rochester region. We delivered an anthemic video that visually radiates a narrative of progress shaped by a community of creators, self-starters, families, and founders with many paths, many stories, extending outward, and drawing back in. Our strategy was to capture the authentic essence of community and progress and feed the desire and interest in a dynamic and rapidly growing region.