MINNESOTA: A REBRAND

MINNESOTA: A REBRAND

Up Here: A State Rebrand 150 Years in the Making

up here:
a state rebrand 150 years in the making

A full brand audit and identity refresh for the State of Minnesota — because "Explore Minnesota" was never going to cut it.

A full brand audit and identity refresh for the State of Minnesota — because "Explore Minnesota" was never going to cut it.

ROLE

Unsolicited Brand Strategist & Designer

RESPONSIBILITIES

  • Brand Audit & Competitive Analysis
    Dissecting what exists, what's broken, and what other states are doing better

  • Positioning & Strategy
    Brand platform, tagline architecture, voice and tone

  • Visual Identity
    Logo refresh, color system, typography, license plate redesign

  • Mockups & Brand Expression
    Signage, merch, posters, the works

  • Speculative Brand Guide
    Because if you're going to do it, do it properly

Minnesota didn't hire me. Nobody asked for this.
That's the point.

Minnesota didn't hire me. Nobody asked for this. That's the point.

This project started with a simple observation: the State of Minnesota has a brand problem. Not an identity problem — Minnesota knows exactly who it is. Fiercely progressive. Genuinely diverse. Colder than you think you can handle and warmer than you expect once you're there. Home of Prince, the greatest State Fair in the galaxy, 11,842 lakes, and the longest Democratic presidential voting streak of any state in the country. A place that feeds its schoolkids, legalized the things that needed legalizing, and told three different states' worth of people seeking medical care that they were safe here — all in a single legislative session.

The problem isn't the state. The problem is the brand hasn't caught up.

"Explore Minnesota" — that's the current tourism tagline. Explore Minnesota. You could put that on a brochure for literally any of the fifty states and nobody would blink. Meanwhile the license plate still says "Land of 10,000 Lakes," a number that has been wrong since a professor said it offhand at a State Fair in 1874 and nobody corrected it for 150 years. The official state motto is in French. There is no coherent system. There is no north star.

This is the rebrand that fixes that. Not a redesign for redesign's sake — but a translation. Of what Minnesota already is, finally said clearly, in a voice that matches the state it's describing.

Minnesota didn't need a new identity. It needed someone to hold up a mirror.

ONE: BRAND AUDIT

Minnesota Knows Who It Is.
Its Brand Doesn't.

Minnesota Knows Who It Is. Its Brand Doesn't.

Minnesota's brand isn't altogether embarrassing. It's incoherent — which is actually a more interesting problem.

The pieces exist. A bold new flag. A wordmark with some character. Photography that actually captures the place. The problem isn't the ingredients — it's that none of them have ever been in a room together. Every touchpoint was designed in a different decade by someone who had never met the other someones. The result is a system that cannot pick itself out of a lineup.

That's the visual identity problem. The messaging problem runs deeper. When a state hasn't deliberately told its own story, the internet tells it instead — in memes, in movie posters, in "doncha know" impressions. Minnesota gets reduced to cold weather, hot dish, and a Coen Brothers film that isn't even set here. Meanwhile the actual Minnesota — the one that fed its schoolkids, protected reproductive rights, welcomed everyone, and hasn't voted red since Nixon — goes largely unannounced.

Both tracks need fixing. That's what this rebrand is for.

Building a brand from zero means every decision is a design decision. For Vermillion Bliss, that meant developing a complete visual identity — logo, color system, typography, and brand voice — with no client brief, no guidelines to inherit, and no product to photograph. Just a creative direction and the conviction to follow it all the way through. The result is a brand that looks like it has been on Fifth Avenue for decades and has absolutely no interest in explaining itself to you.

License Plates

Wrong number, clip art energy, and a URL. Has not made a decision since 1950.

Logo + Wordmark

A genuinely interesting mixed-case wordmark held hostage by a highlighter-green logomark and a palette that lists black as a brand color.

Tourism Positioning

The tagline says "Explore Minnesota" (come on guys, that's the best you've got?) The homepage says "Star of the North." Nobody told them they work for the same state.

State Flag

The best thing in the system. Designed last. Informed nothing.

The brand problem isn't a lack of identity. It's a 150-year failure to say clearly what was already true. That's where we start.

The brand problem isn't a lack of identity. It's a 150-year failure to say clearly what was already true. That's where we start.

The brand problem isn't a lack of identity. It's a 150-year failure to say clearly what was already true. That's where we start.

TWO: COMPETITOR ANALYSIS

What Good (and So-So) Looks Like

What Good (and So-So) Look Like

Three states. Three different lessons. All of them better than "Explore Minnesota."

Every state in the country has a brand — some inherited, some intentional, most somewhere in between. Reviewing the full competitive landscape of all 49 revealed a clear pattern: the states with strong brands aren't necessarily the most interesting states. They're the ones that made a decision and committed to it. Michigan committed to two words. Maryland committed to its flag. Illinois committed to a tagline that could hold an entire campaign. Three very different approaches. Three things Minnesota can learn from.

MICHIGAN

MARYLAND

ILLINOIS

Various branding elements on a collage for the state of Michigan
Michigan

"Pure Michigan"

The undisputed gold standard of state tourism branding.

The Good:

  • Tagline and visual identity are the same object — the logo IS the campaign IS the license plate IS the website

  • Launched in 2006 and has only gotten stronger — proof that a committed brand compounds over time

  • Works at every scale: postage stamp to billboard, sticker to TV spot

  • The script M is ownable, distinctive, and instantly recognizable without the wordmark

The Bad:

  • The state flag is a hot mess of seals and eagles that has nothing to do with Pure Michigan — the tourism brand and the official state identity still don't talk to each other

  • "Pure" is doing a lot of heavy lifting — without the campaign execution behind it, it could mean anything

The Lesson for Minnesota:
When the tagline becomes the identity system, recognition compounds. TRUE NORTH needs to work the same way — not just a plate, not just a line, but the connective tissue between every touchpoint.

MICHIGAN

ILLINOIS

MARYLAND

Various branding elements on a collage for the state of Michigan
Michigan

"Pure Michigan"

The undisputed gold standard of state tourism branding.

The Good:

  • Tagline and visual identity are the same object — the logo IS the campaign IS the license plate IS the website

  • Launched in 2006 and has only gotten stronger — proof that a committed brand compounds over time

  • Works at every scale: postage stamp to billboard, sticker to TV spot

  • The script M is ownable, distinctive, and instantly recognizable without the wordmark

The Bad:

  • The state flag is a hot mess of seals and eagles that has nothing to do with Pure Michigan — the tourism brand and the official state identity still don't talk to each other

  • "Pure" is doing a lot of heavy lifting — without the campaign execution behind it, it could mean anything

The Lesson for Minnesota:
When the tagline becomes the identity system, recognition compounds. TRUE NORTH needs to work the same way — not just a plate, not just a line, but the connective tissue between every touchpoint.

THREE: DISCOVERY

Forty-Six Taglines Walk Into a Room

Three things kept rising to the top. Not because they were the loudest, but because they were the most true.

I surveyed Minnesotans about what their state means to them. The answers fell into two camps: the clichés everyone expects — lakes, cold, hot dish, Minnesota Nice — and the stuff people said with genuine fire — progressive policy, community, the sense that this state actually shows up for its people. Both camps were right. Neither was a tagline.

So I got to work. Forty-six directions explored. Some brilliant. Some too hot for official use. Some killed in committee and buried with dignity. Here's what that process looked like.

I surveyed Minnesotans about what their state means to them. The answers fell into two camps: the clichés everyone expects (lakes, cold, hot dish, Minnesota Nice) and the stuff people said with genuine fire — progressive policy, community, the sense that this state actually shows up for its people. Both camps were right. Neither was a quite a tagline.

So I got to work. Forty-six directions explored. Some brilliant. Some too hot for official use. Some killed in committee and buried with dignity. Here's what that process looked like.

FOUR: THE REBRAND

The Perfect Marriage

Something old. Something new. Something borrowed. Something blue.

The Mark

The logo didn't need to be invented. It needed to be discovered.

The eight-pointed star already belonged to Minnesota — established by the 2024 flag redesign, already in the public consciousness, already beloved. The only question was whether it could do more. Turns out it could. The geometry of the star already contained a north-pointing compass arrow inside it. Two triangular facets, already there, already pointing up. Nothing added. Nothing removed. Just revealed.

That's the whole brief, actually.

The logo didn't need to be invented. It needed to be discovered.

The eight-pointed star already belonged to Minnesota — established by the 2024 flag redesign, already in the public consciousness, already beloved. The only question was whether it could do more. Turns out it could. The geometry of the star already contained a north-pointing compass arrow inside it. Two triangular facets, already there, already pointing up. Nothing added. Nothing removed. Just revealed.

That's the whole brief, actually.

The Wordmarks

One mark. Two expressions.

True North. is the anchor — the brand platform, the identity, the thing that goes on the license plate and means something at 70mph. Up Here. is the invitation — the tourism line, the one that holds a hundred different ads without explaining itself. Both use the same mark, the same type system, the same period that turns a phrase into a statement. They're not competing — they're the same brand speaking in two registers. Official and welcoming. Authoritative and warm. Minnesota contains multitudes. The wordmark system does too.

One mark. Two expressions.

True North. is the anchor — the brand platform, the identity, the thing that goes on the license plate and means something at 70mph. Up Here. is the invitation — the tourism line, the one that holds a hundred different ads without explaining itself. Both use the same mark, the same type system, the same period that turns a phrase into a statement. They're not competing — they're the same brand speaking in two registers. Official and welcoming. Authoritative and warm. Minnesota contains multitudes. The wordmark system does too.

Minnesota "Up Here" logo on light and dark backgrounds
Blue "TRUE NORTH" logo on light and dark backgrounds

Let's add a pithy quote or insight here.

Let's add a pithy quote or insight here.

Let's add a pithy quote or insight here.

The License Plate

The current plate has said 10,000 Lakes since 1950. That number was wrong when they put it on. The actual count — bodies of water 10 acres or larger — is 11,842. The "10,000" traces back to a professor who mentioned it offhand at the State Fair in 1874, and for 150 years nobody corrected it. That's the most Minnesotan origin story imaginable.

The new plate says TRUE NORTH. Two words. Every meaning at once — geographic, moral, meteorological, political. The compass triangle from the logo appears as a watermark behind the registration number, subtle enough to discover rather than announce. The two-tone horizontal split echoes the flag.

The vanity plate reads UPHERE. Obviously.

The current plate has said 10,000 Lakes since 1950. That number was wrong when they put it on. The actual count — bodies of water 10 acres or larger — is 11,842. The "10,000" traces back to a professor who mentioned it offhand at the State Fair in 1874, and for 150 years nobody corrected it. That's the most Minnesotan origin story imaginable.

The new plate says TRUE NORTH. Two words. Every meaning at once — geographic, moral, meteorological, political. The compass triangle from the logo appears as a watermark behind the registration number, subtle enough to discover rather than announce. The two-tone horizontal split echoes the flag.

The vanity plate reads UPHERE. Obviously.

The Flag

The 2024 flag redesign was already the best thing in Minnesota's brand system. Bold diagonal, two blues, eight-pointed star — clean, graphic, immediately recognizable. It didn't need to be replaced. It needed to be completed.

The new flag keeps the spirit and upgrades the system. The diagonal gives way to a horizontal split — echoing the license plate, grounding sky above water, the Dakota meaning of the state name made visible. The star gains its compass dimension: the same mark as the logo, the same north-pointing facets, the same three-value blue system. For the first time, the flag and the identity are speaking the same language.

The star is the same star. It just finally knows where it's going.

The 2024 flag redesign was already the best thing in Minnesota's brand system. Bold diagonal, two blues, eight-pointed star — clean, graphic, immediately recognizable. It didn't need to be replaced. It needed to be completed.

The new flag keeps the spirit and upgrades the system. The diagonal gives way to a horizontal split — echoing the license plate, grounding sky above water, the Dakota meaning of the state name made visible. The star gains its compass dimension: the same mark as the logo, the same north-pointing facets, the same three-value blue system. For the first time, the flag and the identity are speaking the same language.

The star is the same star. It just finally knows where it's going.

Close up of hands holding a blue flag with a star on it
Blue flag with a large star in the middle
Blue flag with a large star in the middle
A blue flag with a large star in the middle flying on a flagpole against a cloudless blue sky

Style Guide

Every decision in this system traces back to the same two questions: does it feel like Minnesota, and does it work everywhere? The palette is built entirely from a single blue family — sky, water, depth, north — with one warm accent that shows up exactly when you need it and not a moment sooner. The type pairs a slab serif that carries authority with a sans that gets out of the way. Together they hold everything from highway signage to a hoodie tag without breaking a sweat.

The full system below.

Every decision in this system traces back to the same two questions: does it feel like Minnesota, and does it work everywhere? The palette is built entirely from a single blue family — sky, water, depth, north — with one warm accent that shows up exactly when you need it and not a moment sooner. The type pairs a slab serif that carries authority with a sans that gets out of the way. Together they hold everything from highway signage to a hoodie tag without breaking a sweat.

The full system below.

Four: Brand System
The Palette.
The Type.
Two things that have to work everywhere — from a highway sign at 70mph to a hoodie in a Minneapolis coffee shop at 7am in February.
Minnesota
Brand Identity System
2026
Deep North
#17013A
The anchor. Backgrounds, type, authority. When in doubt, this.
True Blue
#2A10E5
The identity. The flag field. The thing you see from across the room.
First Frost
#E6EAFF
The sky at 6am in January. Light backgrounds, breathing room, the state name on the logo.
Rhubarb
#F95D68
The warm one. CTAs, accents, the color that reminds you there are actual humans here. Use it sparingly — it earns its power by showing up rarely.
Facet Scale —
#A4B5FF
#676EF4
#3D3DF2
#1E0089
#1B0066
Reserved for logo geometry, dimensional shading on the mark, and UI depth states. Not standalone brand colors — these are the star's interior life, not its public face.
Headlines & Display
We Know
Who We Are.

Roboto Slab — Bold / Black
A serif that means business without being precious about it. The structured slabs carry authority; the open apertures keep it human. For headlines, titles, and anything that needs to land like a statement — because it is one.
Eyebrows, Subheads & UI Labels
Minnesota
Up Here.

Roboto — Bold, Uppercase, Tracked
The workhorse. Wide-tracked all-caps for wayfinding, section labels, and anything that needs to orient rather than persuade. It doesn't compete with the Slab — it sets the table for it.
Body Copy
Minnesota has been in the room the whole time. Doing the work. Feeding the kids. Holding the line. It just hasn't been making a big show of it.

Roboto — Regular / Light
Gets out of the way and lets the words do the talking. Highly legible at any size, designed for screens, comfortable at long read lengths. The friend who listens more than they talk.
The Pairing in Practice
Up Here
The North Star Promise isn't just a scholarship. It's a posture.
Minnesota made college free for families earning under $80k. We didn't make a huge deal about it. That's kind of our thing.
Learn More →
Roboto (eyebrow) + Roboto Slab (headline) + Roboto (body) + Rhubarb (CTA). The full stack.

FOUR: THE WORLD

Where the Brand Lives Offline

From screen to storefront:
What Vermillion Bliss looks like when it steps into a room.

A brand that only exists on a screen is half a brand. The visual system designed for Vermillion Bliss was always intended to extend beyond the digital — into the physical spaces and objects that a luxury furniture brand would actually occupy. Hang tags. Shopping bags. A storefront. The quiet, considered details that tell a customer they're in the right place before a single word is spoken.

This section documents that extension — speculative environmental and print applications that demonstrate how the identity holds up when it leaves the browser and enters the world.

A brand that only exists on a screen is half a brand. The visual system designed for Vermillion Bliss was always intended to extend beyond the digital — into the physical spaces and objects that a luxury furniture brand would actually occupy. Hang tags. Shopping bags. A storefront. The quiet, considered details that tell a customer they're in the right place before a single word is spoken.

This section documents that extension — speculative environmental and print applications that demonstrate how the identity holds up when it leaves the browser and enters the world.

Round shiny gold VB emblem on cream linen surface

FIVE: THE REFLECTION

Yes, I Did All Of This For Fun

(and because I dream of neon pink velvet couches)

A project that started as a learning exercise and became an argument for hiring me to make beautiful things.

Vermillion Bliss proved a few things. That Figma Make is a genuinely powerful tool in the right hands. That a complete, convincing luxury brand can be built by one person with strong opinions, good taste, and a willingness to hit "generate" 118 times. That AI isn't a shortcut — it's a collaborator that rewards creative direction and punishes vagueness, exactly like every other tool worth learning.

But honestly? The most important thing this project proved is that I know exactly what I'm good at. The brand strategy, the visual identity, the art direction, the copywriting, the interactive build — none of it felt like work. It felt like play. Which is either a great sign or a concerning one, depending on how you feel about someone who genuinely enjoys making fake furniture brands at night.

Most of my professional life is spent designing for B2B SaaS companies — clean, functional, responsible design that serves real business goals and real users. That work matters and I do it well. But Vermillion Bliss is what happens when those constraints lift. When the brief is whatever I want it to be. When the client is me and the only approval needed is my own.

I want to make more of this. Whole universes of fictional companies, each with their own visual language and brand world and slightly unhinged creative direction. If you're someone who needs a designer who can think like a creative director, build like a technologist, and commit fully to a vision — even a completely made-up one — I would love to talk.

Please hire me to make beautiful stuff.

Tiny pink velvet dollhouse couch beside coin and teacup on marble surface
Tiny room of dollhouse with pink couch on table

One Last Thing…

The founder of Vermillion Bliss is named Vermillion Crookston. That name belongs to my daughter — Vermillion, called Millie — who is two years old and currently more interested in snacks than furniture. Some parents dream of raising a doctor or a lawyer. I built her a fictional luxury empire just in case she turns out to have taste. The portrait in the founder letter is her, aged forward about 35 years by AI, sitting on a pink velvet sofa she has never seen and running a company that doesn't exist. She has no idea. Someday she will think it's either very sweet or very weird. Probably both.

The founder of Vermillion Bliss is named Vermillion Crookston. That name belongs to my daughter — Vermillion, called Millie — who is two years old and currently more interested in snacks than furniture. Some parents dream of raising a doctor or a lawyer. I built her a fictional luxury empire just in case she turns out to have taste. The portrait in the founder letter is her, aged forward about 35 years by AI, sitting on a pink velvet sofa she has never seen and running a company that doesn't exist. She has no idea. Someday she will think it's either very sweet or very weird. Probably both.

Letter from Chairwoman section from bottom of VB homepage

curious how far a fake product can go?

curious how far a fake product can go?

explore the full Vermillion Bliss site and shop for furniture that doesn't exist

curious how far a fake product can go?

explore the full Vermillion Bliss site and shop for furniture that doesn't exist

© 2026 Maggie Zukowski. All rights reserved. Portfolio content is displayed for illustrative purposes only and may be subject to confidentiality restrictions.
Please contact Maggie Zukowski for detailed information regarding specific projects.

© 2025 Maggie Zukowski. All rights reserved. Portfolio content is displayed for illustrative purposes only and may be subject to confidentiality restrictions. Please contact Maggie Zukowski for detailed information regarding specific projects.

© 2025 Maggie Zukowski. All rights reserved. Portfolio content is displayed for illustrative purposes only and may be subject to confidentiality restrictions. Please contact Maggie Zukowski for detailed information regarding specific projects.