“Nebraska – Good Life. Great Opportunity.” That is the new state brand unveiled Tuesday morning by Gov. Pete Ricketts, who was flanked by the heads of state agencies.
The Department of Economic Development (DED) oversaw the creation of the brand by Lincoln-based IT and marketing firm Firespring.
Courtney Dentlinger, DED director, says it will be used to grow the state.
“We wanted something that was going to resonate with young people who are living in the state now and showing them the great opportunities that we have,” Dentlinger tells Nebraska Radio Network. “We wanted it to resonate with people like me, who had moved away, but realized Nebraska really does have the good life. It’s a great place to raise your family. You can start a business. You can get involved with your communities.”
The message is adaptable, meaning the last word can be changed depending on which state agency uses it.
“You can choose your ‘great.’ We’ve chosen ‘opportunity’ for the Department of Economic Development,” Dentlinger says. “Other state agencies can chose a word that’s going to be very reflective of their mission, but all of it’s going to tie together, be a very unified approach as we’re showing the world what the State of Nebraska is.”
Nebraska Tourism will still be using Visit Nebraska, but Dentlinger says it could use the new state brand in the future.
Dave Snitily with Firespring led the effort to develop the new brand, for which they were paid $62,500.
He says they started with a blank slate, but Nebraskans they talked with kept mentioning “the good life.”
“After a while, we got to – how do we refresh it, how do we make the next generation of it?” Snitily tells Nebraska Radio Network. “Talking to the millennials, talking to the business community, they were so excited about the opportunities in Nebraska… ‘Good Life. Great Opportunity.’ just fell into place for us.”
The new brand will be phased in gradually by state agencies.
“We’re not going to throw away any old letterhead or anything like that. We’re going to do it in a fiscally responsible way,” Gov. Pete Ricketts said during the unveiling. “Certainly, some of the things, like electronic media, can be changed immediately.”
The video below was shown at the unveiling to explain the “Good Life. Great Opportunity.” brand.