The Oregonian

With more than a million readers, The Oregonian is the region's top newspaper and OregonLive.com is the region's top local news and information website. In the summer of 2021, they approached us to help them build their sister brand Here is Oregon.

Here is Oregon was born to be a publication that tells the stories of the people, experiences, and places that make Oregon special.

PROBLEM

Let’s speak about the elephant in the room. 2020 wasn’t great for anyone, but especially for Portland, Oregon. In the summer of 2020, Portland was in the national news multiple times due to the civil unrest and marches in response to George’s Floyd murder.

The Oregonian is committed to transparency and honest storytelling, and because of that, they were one of the news channels that dispersed the news that the public was consuming. By the end of 2020, Portland’s reputation in the public’s eye was at a very low point and The Oregonian now had a question in their hands, “how do they move forward?”.

SOLUTION

At the core of The Oregonian mission is “to strengthen and empower the communities they serve” and so they found themselves with a unique opportunity to lean on that mission and create a sub-brand that will dedicate itself to tell a different narrative. A narrative that is equally true to the events of 2020. A narrative that showcases why Oregon is great. After all, millions of people all over the country are still moving to the state. A narrative that tells the stories of the people, experiences and places that make this evergreen state worth living in.

Along with creating the Here is Oregon’s identity system we were tasked with creating the marketing collateral that will help Here is Oregon introduced itself to the region. We worked on everything from Out of Home campaigns to pitch decks.