Defining the “Weird”
The Savage team fell in love with West Allis back in 2017, when the city challenged us to refresh their brand identity and shed its negative perception for good. Citywide initiatives took action, and West Allis was on the brink of ascension. We created and launched their new logo, brand design, and story, and West Allis’s reputation has been on an upward trajectory ever since.
Fast forward to this year: West Allis has made a name for itself in the food and beverage scene. But, the city needed a campaign to spread awareness of their hidden gems and, in turn, attract more day-trippers and local tourists. Savage was tasked with conjuring a brand that—just like the city—didn’t fit into a box. Because in West Allis, there is no “norm”. You can be whoever and whatever you want to be.
The truth is, anyone can claim they’re “weird” or “unique.” Heck, Austin, TX coined it a couple decades ago and many other cities have followed suit. For this campaign, we needed something more than weird—we needed something ownable, memorable, and versatile enough for everyone to resonate with. When we couldn’t find the words to sum up the energy that West Allis exudes, we decided to reclaim a term that already exists in local vernacular: Stallis.
After one look at the website (or the billboards plastered around the Milwaukee area,) it’s clear that the Stallis logo isn’t stagnant. Its colors and shapes are dynamic and ever-changing. Each variation caters to a different vibe—strategically designed to allow the diverse population of locals and visitors to find their place in Stallis. Our custom-made video that appears on the website’s homepage follows the same philosophy.
Stallis Proud
As soon as the campaign made its debut at the Wisconsin State Fair, the community welcomed the Stallis identity with open arms and embraced everything it stands for. Users across social media platforms have left comments such as, “We love Stallis!” and “The rebrand all millennial Stallians have been waiting for.”
Savage strategically crafted campaign ads to be engaging and eye-catching—intriguing users to follow the link to click through, browse, and learn more on the Stallis site. Within the first month of launching the campaign, Meta data shows that our ads dramatically outperformed industry averages. Social media followers and email newsletter signups continue to skyrocket every day.
Thanks to the eclectic, unexpected, and wonderfully weird spirit of the city, the Savage team was able to execute a campaign that residents and local business owners have all rallied behind.
Saying that we’re proud to represent Stallis is an understatement. We have fallen in love with everything that makes this community special, and we’re so happy to now share it with the world.
