Young & Laramore

The Other Midwest: Settlers

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.

But what kind of people seek out the Other Midwest? According to “Settlers,” they all share one important value.


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