Spotlighting the Beauty of the Midwest

Why do people love visiting La Crosse, Wisconsin? Beautiful rolling bluffs, the mighty Mississippi River, and a spirit of exploration that embodies adventure and discovery. The city has always captured the hearts of the bold and adventurous. This beautiful, natural playground of the Driftless Region was a well-kept secret of the Midwest.


La Crosse needed a brand that reflects the beauty, energy, and adventure of the region.


La Crosse offers an opportunity for exploration and a natural playground unique to the region, unmatched by other, larger cities.


Create a brand centered on exploration, with the rivers and bluffs of the region set center stage. A brand heavily focused on photography, featuring bold and adventurous travelers.