Mississippi Watershed Management Organization

Clarifying a purpose to stir collective participation

01
Challenge

The Mississippi Watershed Management Organization (MWMO) is a joint-powers local government unit that works to revitalize and maintain the health of a 14-mile stretch of the Mississippi River. As one of approximately three dozen watersheds within the greater Twin Cities, MWMO’s watershed area is the only one positioned within the most densely populated urban areas of Minneapolis and St. Paul. While their work is critical, few understood what they did or how to engage with them. They needed a partner to help clarify their story and motivate action among their many different audiences.

02
Insight

We learned that MWMO is highly specialized in the urban setting, and that their success hinged greatly on fostering engagement among urban residents and businesses within the watershed. By communicating the incredible value of the river to the Twin Cities, and how collective action impacts everyone, they would be able to inspire more people to get involved.

03
approach

We began by helping them unify around a core belief and purpose. To help them articulate their value, we created a messaging framework that was tailored to the knowledge levels of the different audiences they serve. For their identity, we drew inspiration from the urban landscape in which they operate and created an identity that’s modular, vibrant and bold, with large data-forward callouts that put a spotlight on their collaborative approach and depth of expertise.