Minnesota is hands-down, one of the best places to live in the United States. We’d go so far as to say it’s in the top 50. One thing that makes Minnesota such a great state is the quality of life here. Everyone who lives here gets that on some level. Otherwise the winters would have driven them out at the first blizzard.

Minnesota Heritage 2008, a coalition of organizations supporting all the things that make this state great, had their sights set on something very small with a very big impact: a constitutional amendment establishing a small sales tax (3/8 of 1%) specifically dedicated to preserving the state’s environment, natural resources, arts and other contributors to quality of life.

In order to pass, the amendment needed to win a majority of the population’s vote recorded during the fall 2008 elections. Understanding how polarizing politics are, we determined it was critical for the brand identity to “Resonate, not alienate.” Every element of the website needed to reach with diverse audience groups without alienating each other—which we accomplished by using a non-political, non-controversial tone and a focus on what everyone had in common, a love for our state.

YesforMN.org was designed as the hub of information driving voter participation in this campaign. It empowered the client with a content management system for easy content updating—a critical feature during the election season—and provided visitors everything they needed to learn about the amendment and engage with other supporters.