As Saint Louis County embarked on its rebranding initiative, it confronted a pressing challenge rooted in decades of stagnant population growth — disconnection. County leadership recognized this challenge as a call to action and aimed to transcend internal divisions and present a unified front by reimagining its brand to craft a new narrative that would resonate deeply with a diverse audience beyond its borders. This challenge demanded a strategic solution to restore the county’s positioning as a beacon of opportunity in the region and one of the best counties in the country.