Young & Laramore

The Other Midwest: Map

Claiming, with authority, their roots in “The Other Midwest” (not the notoriously conservative, flyover country some might associate with the location), we re-branded Upland with an exhaustive campaign, beginning with a new logo and branching out to include new packaging for eight of Upland's most popular beers.

Friendly like the Midwest but more forward-looking and independent, the Other Midwest also perfectly describes Upland's home of Bloomington, IN.

“Map” led off the campaign, letting people know that this place was really more of a mindset—and accessible from anywhere.


Differentiating a brand in a cluttered category: strategy, research, media planning and buying, broadcast, print, out-of-home, events, identity system, specialty collateral, digital and website