Vermont Technology Alliance

Case Study

The Challenge


The vtTA needed to transform itself to embrace a broader mission, but had little to no resources to do so. Moreover, it needed to challenge existing cultural orthodoxy that technology is antithetical to the values and brand of Vermont.

We looked to celebrate the vibrant Vermont tech economy

Our Approach


We realized the organization, in order to be successful, needed to embrace a new, more contemporary brand, and (ironically enough) embrace new digital tools that would allow it to deliver its important message on the shoestring budget they had to work with.

Vermont is far more than covered bridges & holsteins in pastures

VtTA Brand Pyramid

Our Solution


On a pro bono basis, we’ve been working over the last five years to do nothing less than to construct a new and re-envisioned positioning for brand Vermont. That positioning needed to directly challenge the historical “come recreate in my rural yesteryear” brand equities that the state has been promoting for so many decades. Critical in creating a compelling argument for tech was to take what we identified as Vermont’s “sublimated narratives” and bring them to light. We created a vibrant and technologically sophisticated communications system to get the word out, with a newly voiced narrative for the state championed in a new video.

The Result


The vTA has gone from strength to strength following our adoption of the new branding and positioning work we’ve created on their behalf. It has helped the vTA receive grants to further their work. Governor Scott and Mayor Miro have both asked to use our video, and the legislature now regularly asks for vTA’s counsel on upcoming legislation. The Agency of Commerce has even taken our video and made it the keynote for its “Think Vermont” website.

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