New Look, Same Us: Why We Rebranded as MSPC

By Brittany Chaffee  |  December 2, 2020

Doing something different since 1978 text

We’ve got a new brand, a new look and a new office. Here’s why we chose now to roll out a rebrand.

There’s a reason storytelling is—and has always been—at the core of what we do. We tell stories to find ourselves, to understand the world around us and seek common ground. We tell them to build connections, share what’s important and to remember. We tell them to light the path forward.

The world is loud and the internet is cramped and busy. Good storytelling is what cuts through that. And for more than 40 years, we’ve kept our finger on the pulse of all those changes. As we look to the future, we wanted to take a moment to share our own story, starting with something new.

That’s why, instead of MSP-C, we’ve rebranded as MSPC. Hyphen-removed, we’re the same strategically driven content agency, one of the first of its kind.

Here’s what’s changing:

  • Our visual brand identity. As storytellers, we can’t be afraid to dream up something different. Our new, bold and contemporary visual approach signifies a fast-moving, new era of content creation with a mix of modern and legacy. It’s playful and plugged in, representing editorial in a digital age with a mix of vintage and new.
  • Our logo. Content and performance go together. The loss of the hyphen signifies that we work as a unified group of data analysts and storytellers. Even more importantly, Insights, optimization and storytelling are all part of our client’s success – not one or the other.
  • Our URL. See the new look on our website (

We’ve changed these things to better reflect who we are today in an ever-evolving world and keep our minds looking forward.

“For a content marketing company, we’ve been very lax about marketing ourselves,” says Deborah Hopp, our Senior Vice President. “We thought: How do we show up differently? The rebrand was a good way to get rallied around change during a year with not a lot of forward movement. Having something to celebrate feels really good. It’s fresh, it’s modern, it’s new. It’s a reason for us to have people take a look at us who hadn’t before.”

When we started in 1978, we were one of the first publishing companies to branch out and create content for brands based on strategic thinking. We are passionate about dreaming up something different. We’re data interpreters and storytellers with guts. None of that has changed. The new MSPC still reflects the need for playful, empathetic storytelling that’s supported by insights and strategy.

We want to preserve where we came from and light the way for a new, successful future for our clients. Part of that means sharing our knack for fusing strategic-minded data insights and content. At MSPC, content doesn’t stand alone. It requires insights, measurement and analysis to reach the right people for our clients.

“Content is at the heart of everything we do,” Hopp says. “But now, more than ever, content is married with performance in a potent way. Our whole story is about performance-driven content. It seemed like a good time to take all we’ve done and grown and turn it into something new.”

We pride ourselves on passionate storytelling, so it’s only natural that we should—and do—cherish our own. We took this moment to reflect on who we are as a company. Is your brand ready for a refresh? Read more about why now is the perfect time for a rebrand.

Read our press release.
Have questions? Reach out.

Oh and one more thing! We moved. As of Sept. 1, MSP Communications (that’s us, Mpls.St.Paul Magazine and Twin Cities Business moved into our new digs in the Bassett Creek Business Center of Minneapolis.

Read next: Why Right Now Is the Perfect Time for a Rebrand

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