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Introducing Downtown DSM USA

Growth in Downtown DSM USA Leads to Updated Brand

November 16, 2017

It’s been two years in the making and we’re pleased to announce, we’ve launched a new identifier for Downtown Des Moines and its Downtown DSM USA.

That feels good to say out loud. It’s simple. It’s bold. And it elevates us as a global city.

The Downtown DSM USA Launch

The Greater Des Moines Partnership launched the DSM USA identifier earlier this year for the entire region to communicate the Greater Des Moines (DSM) story with one voice. The new Downtown identifier is now closely tied to the region’s. The Downtown DSM USA project is the result of significant quantitative and qualitative research. We were able to use those findings to drive new creative direction in communicating about and marketing Downtown DSM.

We wanted an identifier that communicated Downtown DSM as fresh, contemporary and creative, and portrays our Downtown as being active, cultural and diverse. These are all things that are key in attracting talent to DSM.

Growth in Downtown DSM

For anyone who lives in DSM or has visited recently, it’s clear that Downtown DSM is experiencing rapid growth. There’s 40-plus development projects that are underway or have been recently completed. All this development is adding to Downtown DSM’s vibrancy and the world-class experience visitors and residents can experience.

All that growth has seen the number of people living Downtown rise to more than 10,000 people adding to the 80,000 people who work in Downtown.

DSM is the fastest growing city in the Midwest increasing by 32 percent in population since 2000. The new DSM USA and Downtown DSM USA identifiers will be used to help communicate that growth, build on the momentum the region is experiencing and attract more people to live and work in Downtown and in DSM.  

Downtown Des Moines (DSM) is a growing, vibrant community that offers the energy, sophistication, housing and attractions of a big city. To learn more, click here.