Research that redefined a city.

VisitPittsburgh, the city's travel and tourism office, wanted a new tagline and logo to brand Pittsburgh and encourage people to make the trip here. But how do you capture 255 years of history — and a promising future — in a line and a logo? You start asking questions.

We conducted multiple focus groups in cities within a 350-mile radius of Pittsburgh.

We also sent out hundreds of online surveys and set up one-on-one interviews with tourism office staff and key stakeholders from around the city to understand what differentiated Pittsburgh, and what would entice people to visit.

We performed a comprehensive audit of travel industry trends and competitive advertising.

The result was a positioning statement that embraced our past and celebrated our future.