In a competitive field of over 2,500 entries from 18 countries, the St. Pete Economic Development Corp. recently won a gold dotCOMM award for its Become St. Pete website, which launched in March 2025. The recognition highlights how thoughtful digital strategy can effectively communicate a city’s unique value proposition to potential business partners.
More than just a pretty website
The Become St. Pete website is designed to appeal to out-of-market companies considering St. Petersburg, Florida as a business site for relocation or expansion. Rather than taking a generic economic development approach, the site strategically showcases what makes St. Pete distinctive: the business and tax benefits of being in Florida in a warm and inclusive community that’s growth-forward but laid-back, boundless opportunity powered by a talented workforce, and a walkable waterfront lifestyle that helps employers attract and retain employees.
The messaging strategy reflects a sophisticated understanding of what drives business relocation decisions today—it’s not just about tax incentives anymore, but about creating environments where companies can attract and retain talent.
Design that tells St. Pete’s story
The website was rolled out with a new logo, a visual representation of the city’s invitation to “Become St. Pete.” Elements of vintage St. Pete postcards and the city’s pioneering aviation history inspired the design. Every visual element was chosen purposefully: the city’s radiant energy is captured in the exclamation in St. Pete and the bold color palette reflects the sea, the sky, and the sun.
The iconic pelican logo serves multiple strategic functions. The pelican is one of the best-known symbols of the Sunshine City, and links the EDC to its cornerstone partners, the City of St. Pete and the St. Pete Chamber. The pelican’s outstretched wings remind the viewer of waves and embody the warm, welcoming nature of St. Pete’s business community.
Local talent, global recognition
The website was designed by St. Pete-based brand strategy and consulting firm Coconspirator, demonstrating the city’s own creative capabilities. This choice reinforces the site’s core message about St. Pete’s talented local workforce.
The web design reflects the vibrancy of the Sunshine City through dramatic photography and videography showcasing the city’s beauty and diverse workforce while weaving in elements like artistic icons that nod to St. Pete’s maker culture.
The development of the new website was a collaborative effort from an array of business and marketing leaders and was made possible in part by a grant from the Duke Energy Foundation.
Standing out in economic development
The organization made a deliberate decision to emphasis place over organization to stand out among economic development organizations. This strategic positioning differentiates St. Pete in a crowded field where most economic development sites focus on organizational credentials rather than the unique character of their location.
What this win means
The dotCOMM Awards recognize web creativity and digital communication and are administered and judged by the Association of Marketing and Communication Professionals (AMCP), an international organization of thousands of marketing, communication, advertising, PR, and media production professionals.
The gold award validates St. Pete’s approach to economic development marketing—one that emphasizes authenticity, visual storytelling, and strategic positioning over traditional corporate communication. In an era where businesses have countless location options, St. Pete has created a digital front door that doesn’t just inform but invites and inspires. The Become St. Pete website transforms dry statistics and tax incentives into a compelling narrative about opportunity, lifestyle, and community.
Learn more about St. Petersburg’s business opportunities at becomestpete.com
