Nursery and Landscape Association

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Overview:

Industry Leaders Join to Rebrand a Reinvigorated Show

Co-owners of the Northern Green Expo, The Minnesota Nursery & Landscaping Association (MNLA) and the Minnesota Turf & Grounds Foundation (MTGF), engaged Mercury to help them establish a new brand name and logo to reinvigorate their annual show. Prior to our involvement, an internal Mission Impossible Task Force completed a thorough job creating a document that clearly defined their vision for the new show. This played a key role in the rebranding efforts.

Breathing New Life Into an Established Expedition

We engaged their team in a working session to develop a brand profile and essential value which would inform the direction of the new brand identity. Our goal was to leverage existing “Expo” brand equity and create a relevant and memorable name and logo.

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The new look and messaging needed to support and reflect the Expo Mission Impossible Task Force’s findings and recommendations for the new show. Our team presented name options to the committee. We thought we had found the ideal name to carry this event into the future, not all committee members agreed. We swiftly re-convened and worked through their questions, fears and hesitations.
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Creating a logo for this event presented a very unique challenge. It needed to represent all industry sectors that are supported by MNLA + MTGF in a clean, sophisticated, sharp and current way. The resultant logo does just that, as well as conveying the uncommon blend of opportunities for personal and professional growth.

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“The new logo you made for us has meaning, style, and elegance and has put our branding on a much higher level.”

Jon Horsman, CAE, Communications Director
Minnesota Nursery & Landscape Association