Michigan Takes
SXSW Stage

Michigan Economic Development Corporation (MEDC) came to us with a challenge: reframe Michigan’s legacy from rust-belt roots to a future-ready hub for creators, technologists, and entrepreneurs. To do that, we needed to connect with a national audience of innovators who may have never considered Michigan as their next move.

We identified SXSW as the ideal moment and mindset match. It allowed us to put Michigan in direct conversation with cultural and innovation capitals like Austin and LA—only with a smarter, more supportive value proposition. The opportunity was clear: own a cultural moment to change perception.

At Midwest House, we transformed a physical venue into a living expression of Michigan’s new brand: Innovate. Create. Originate. From custom content and space design to live programming and social amplification, every touchpoint was built to invite curiosity and shift perception. Real Michigan talent took center stage, proving the state's creative and entrepreneurial power.

The experience sparked powerful momentum: over 2,000 RSVPs, a 154% increase in attendance, 10.7 million paid impressions, 171,000+ social engagements, and over 4,000 leads captured. We drove buzz both on the ground and online using a guerrilla poster campaign, a digital truck, and nighttime wall projections to amplify reach by another 9.25 million impressions. Most importantly, we sparked a perception shift, turning Michigan into a real contender in the innovation space.

Our work created more than a moment—it created a movement. MEDC now has a proven experiential strategy and a cultural foothold at SXSW, with long-term potential to grow brand affinity, partnership opportunities, and talent pipelines for years to come.