For decades, Superior, Wisconsin lived in the shadow of its sister city across the bridge—Duluth, Minnesota. While Duluth cultivated a reputation for outdoor adventure and family-friendly charm, Superior became the butt of local jokes—known more for its dive bars than its destination appeal. But when we took the time to look beneath the surface, a very different story emerged. Superior wasn’t trying to be Duluth. It didn’t have to be. This was a place where people could relax, let loose, and be fully themselves—no pretense, just good times. The challenge? Transform public perception without losing that down-to-earth authenticity.

We started by listening. And over and over again, we heard the same refrain: “You gotta go to Superior for that.” Whether it was the best late-night eats, the coolest hidden bars, or the city’s under-the-radar music scene—locals knew where the good stuff was. From that insight, the campaign name practically wrote itself: Gotta Be Superior.

We built the brand to reflect the city’s soul—pulling visual inspiration from vintage signage and neon lights that already lined Superior’s streets. The voice was bold, cheeky, and proud—without trying too hard. Across social, print, digital, and outdoor, the campaign invited people to cross the bridge and discover something real. We worked with local businesses, city leadership, and residents to ensure the campaign reflected not just tourism goals, but community pride. Superior wasn’t being rebranded. It was finally being seen.

The results spoke volumes. Within the first year, hotel tax revenue rose by 40%, signaling a surge in tourism and overnight stays. The city’s reputation saw a measurable shift, with more businesses choosing to relocate from Duluth to Superior—and more families making the move across the bridge. Anecdotally, community members began wearing Superior pride on their sleeves (and in their social feeds), embracing the campaign as a celebration of their city’s unique vibe. Gotta Be Superior didn’t just change how outsiders saw the city—it helped residents fall in love with it all over again.

Role: Brand Strategist, Art Director, Concepting

Agency: Swim Creative
Co-Creative Director: Patrice Bradley
Copywriter: Stephanie Dunaiski
Graphic Designers: Tyler Johnson, Shawn Stigsell
Web Developer: Pete Sahlberg
Videographer: Parthé Productions
Photographers: Paul Vincent, Nate Rendulich