For years, the Tennessee Department of Economic and Community Development (TNECD), relied on a brand campaign rooted in manufacturing to attract businesses and talent to the state. That positioning served Tennessee well for nearly a decade. But the state itself had evolved, and the message had not.
When Tennessee outgrew a decade-old campaign built around manufacturing, TNECD needed a new identity that could speak to top businesses and Tennessee residents in the same breath. We built them one.
The Challenge
A State That Had Outgrown Its Own Story
Tennessee is progressive and tech‑savvy, attractive to countless sectors and increasingly home to major employers across industries. As marquee companies sought to expand or establish headquarters across the country, it became clear that the existing campaign no longer reflected who Tennessee was or who it needed to reach next.
The goals were clear: convince top businesses that Tennessee was worth the investment and convince their workforce that it was worth the move.
The Work
Reframing Reputation Into Opportunity.
We began with firsthand research, conducting interviews with business leaders and key stakeholders, including the governor and prominent CEOs across the state. These conversations revealed something critical: This brand needed to appeal to innovative businesses and site selection consultants without losing relevance for rural communities and traditional industries across Tennessee.
Our research also showed that cost of living, workforce availability, education and overall quality of life were decisive factors. Luckily, Tennessee excels in every category. Yet among these audiences, the state was known primarily for music and entertainment.
Instead of fighting that association, we chose to piggyback on it, leveraging existing perceptions to reframe Tennessee’s business and lifestyle appeal in a new light.
Experience High Volume was born from the idea that Tennessee offers an unmatched range of experiences rooted in the cultural energy the state is already known for. “Volume” became a flexible narrative device, allowing us to speak to executives and site selectors in business terms while simultaneously making the case for Tennessee as a destination where people want to live and work.
We developed a new brand system that included a logo, visual language and tagline, all designed to signal momentum, confidence and modernity.
The results
A New Identity. A Bigger Tennessee Story.
The brand debuted at TNECD’s annual statewide economic development conference, attended by top business and civic leaders from across Tennessee. We introduced the new identity live on stage with a high‑energy video.
The client invited our executive creative director to present the brand on the main stage. The event program also featured Nate Bargatze and Governor Bill Lee—not exactly the typical lead-in for a PR presentation. It’s one thing to develop a brand behind closed doors. It’s another to debut it live.
Following the launch, we expanded the campaign through paid advertising and a newly designed website to bring the brand to life across channels.
Experience High Volume has given TNECD a platform aligned with the state’s future in a high-profile brand being used globally to attract major companies to Tennessee.
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