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The University of Minnesota College of Natural Resources, in partnership with Twin Cities Public Television (tpt), are producing a 4-part television series entitled Minnesota: A History of the Land. The series documents the natural history of Minnesota, from the ice ages to today, and explores a range of topics, from climate change to the effects of human habitation on the land. We were introduced to this project last year, then titled: 'Uncommon Ground: Minnesota's Once and Future Landscapes'. The producers were already encountering problems with the working title, not only was it long and difficult to say, but the name was commonly shortened to 'Uncommon Ground' -- losing the regional and historical focus. There was also concern that the name conveyed conflict too strongly, suggesting a heavy emphasis on the detrimental impact of people on the environment. The original vision of the film was to provide a balanced and close examination of Minnesota's natural history, in the hopes that it will educate our decisions in the future. With this goal in mind, we identified a more critical deficiency in the working title -- it did not convey the momentous quality of the film, and the thousands of years it documents, nor did it convey exactly what the series is -- a history of Minnesota's landscape. Our solution took the form of a new naming strategy, and a classical, historical logotype, that will appear on all collateral material, both on-air, and in print. The series is slated to air in 2004, and we are in the process of developing collateral materials -- check back to see more of the materials as they happen, from video sleeves to advertising. |
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Minnesota: A History of the Land 
Duckson-Carlson Brand Strategy |
