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18 <br />CONFIDENTIAL <br />© NEUGER 2025 <br />WORK EXPERIENCE <br />City of Lanesboro <br />The Challenge <br />Following a successful project promoting winter tourism in <br />Lanesboro, the city’s Chamber of Commerce approached <br />Neuger to help refresh their brand and visual identity. <br />Lanesboro sought to be more accurately represented as a <br />tourism destination, a business-friendly environment, and <br />a close-knit community. <br />The Strategy <br />Between the interests of Lanesboro Chamber of Commerce, <br />Economic Development Authority and the City, we found <br />efficient ways to engage stakeholders and gather insights. <br />We started by developing a survey to inform messaging and <br />design, with goal of capturing Lanesboro’s authentic essence. <br />Following the survey, we developed three brand platform <br />options, including a brand promise, key messaging and <br />tagline options for the City, Chamber and EDA. These <br />groups made their choice: “The gem of southeast Minnesota <br />that connects nature and the arts, and supports a thriving <br />community of small businesses.” Then, we developed logo <br />options to bring the brand to life visually.