The KC Metro Area area is divided by many things, including a state line, that only serve to strengthen divisiveness. So I created an identity system and campaign to show that each city’s unique offerings are better together.
A Greater KC is an effort to brand the Kansas City metropolitan area for the first time. By creating a cohesive identity with elements that individual cities can use as they need, connections stretch across state lines and make Kansas City a more influential metro area, locally and nationally.
Modern but without excess, the logo is made up of several unique pieces that come together to create something new and exciting. The lines are reminiscent of Kansas City’s many highways providing access and connectedness to its visitors and residents. “Greater“ not only speaks to the size of the Metro, but also its aspirations to be something better.
The “Better Together” campaign highlights diversity within the area to change narrow perceptions of KC. The campaign also uses a custom typeface designed for multiple uses from a department level to the city, allowing each user to maintain their individual identity while relating to the whole. The new identity system unifies residents and educates visitors to define a new, Greater KC