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Ypsi Real

Challenge / Objective

The Ypsilanti Area Convention and Visitors Bureau was looking for a brand. We ended up giving them the complete opposite.

Located immediately next to Ann Arbor, Ypsilanti was often compared to its larger, more well-known neighbor. Our goal was to differentiate and create an authentic path forward.

Solution

We conducted dozens of interviews. Collected hundreds of surveys from both inside and outside the region. And ultimately created a grassroots movement fully owned by the residents and fans of the city. Through interactive workshops and engagement with influencer groups, we put together the mosaic of the area.

We learned that Ypsilanti was proud. Quirky. And full of people, businesses, and a spirit that was independent.

Result

What started as tourism ended up as a full-fledged movement fueled and owned by the people and visitors of Ypsilanti. The results have surpassed our wildest expectations. The momentum continues to build without a media budget. It’s truly owned by the people.

A round beer coaster on a wooden surface reads "Here, is real beer." It features logos for Ypsi Real and Arbor Brewing Company. Hashtag #YPSIREAL.
Juicy cheeseburger with lettuce and tomato on a sesame bun, centered on a plate. Background has warm bokeh lights. Text says, "Here, Is Real."
The image shows the words "Ypsi Real" in white, with "Ypsi" in cursive and "REAL" in bold uppercase, set against a teal background.Red vintage fire truck with happy passengers on a sunny day, parked on a dirt path. Bold white text reads: "Here, is real fun. Ypsi Real."
People wearing colorful powder and sunglasses at a vibrant outdoor color run event. They exude joy and excitement, surrounded by a festive atmosphere.Two white coffee cups with brown sleeves on a dark gray background. The left cup reads "Here, is real coffee." The right cup displays two logos.
A child joyfully slides down a bright green water slide with splashes surrounding them. Overlaid text reads "Here, is real fun," conveying excitement and adventure.

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