Brand & Tagline Journey

Go where life flows more meaningfully and move toward your full potential.

Columbus 2025 engaged Jackson Spalding to help tell our story to attract talent to grow our population and build a sustainable workforce - ultimately making Columbus more competitive by 2025. We've completed the Foundational Research and Discovery phase, which involved a comprehensive brand audit, competitor analysis, third-party research, and the JSX process. These efforts have equipped Columbus 2025 with a clear and compelling story to tell.

Audience Groups

  • Career Opportunists

    These individuals are looking for opportunities in fields such as FinTech, Aerospace, Defense, Automotive (EV), Financial Services, and Healthcare.

  • Settling Families

    This group consists of young families with children who prioritize public education, quality healthcare, and community engagement.

  • Active Millennials

    Active Millennials seek experiences and culture, including activities like whitewater rafting, engagement with art and artists, visits to museums, wellness pursuits, and a strong sense of community.

Brand Proposition

For Millennial go-getters who crave greater connection as they go all in, Columbus is the major Georgia metro with big city opportunity and hometown heart where life flows more meaningfully, moving you toward your full potential.

Columbus has exhilarating experiences and culture, plus careers, education and wellness that help the whole family flourish, in a community where connections and quality of life afford you more.

Value Proposition: Go where life flows more meaningfully and move toward your full potential.

Tagline: Move to Meaningful.

Move to Meaningful.

Why it works: It's shorthand for our central value prop, "go where life flows more meaningfully and move to your full potential." The value prop was chosen because Columbus 2025 session participants and Bantam interviews with recent transplants agreed: quality of life and more meaning from one's time are what our audience longs for most. We're showing Columbus answers the emotional need. In the form of a command statement, the tagline also serves as a call-to-action. Plus, alliteration lends memorability.

Campaign Photography & Videography

"Meaning" can take on many meanings for each person, but it is generally defined as what brings us satisfaction and fulfillment. Pew Research tells us economic, religious and political divides shape where Americans find meaning. But family, career and friendship rise to the top for everyone.

This universal meaning is what Columbus offers in spades. In this campaign, we'll show that your search for meaning takes you to a precise location.