The St. Petersburg Economic Development Corp. recently launched “Become St. Pete,” a new brand and website designed to appeal to out-of-market companies considering St. Petersburg, Florida as a business site for relocation or expansion.
The new logo is 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. 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 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. The organization made a deliberate decision to emphasis place over organization to stand out among economic development organizations.
Setting St. Pete apart
The EDC’s new website, BecomeStPete.com, highlights the elements that set St. Petersburg apart from other locations around the country:
- Business: Companies get the business and tax benefits of being in Florida in a warm and inclusive community that’s growth-forward but laid-back.
- Opportunity: There is boundless opportunity in St. Pete, powered by a talented workforce. The business community in St. Pete has a passion for collaboration and a healthy obsession with helping those in our community thrive. Doing things differently just might be a better way to get things done.
- Lifestyle: St. Pete’s walkable waterfront filled with arts and culture, sports, beaches, and outdoor living at its finest helps employers attract and retain employees drawn by its outstanding quality of life.
Why now?
The EDC’s initial brand identity and website were launched when the EDC was founded in 2016 —when the idea of attracting new businesses to St. Pete was more aspirational than actual. Now, eight years later, St. Pete has successes to share and more insights on why companies choose the Sunshine City.
In addition, with new Class A office space opening up for the first time in decades, coupled with a new CEO with strong relationships with site selection consultants on board, the EDC has unprecedented opportunities to attract new and larger companies.
Finally—St. Pete has changed. Back when the EDC was founded, the city was beginning its transformation from “God’s waiting room” to “hipster heaven.” Today it’s a top choice for millennials and Gen Z employees.
Research-based design and messaging
The EDC began the process with research. In 2022, the organization commissioned as study of how C-suite executives and site selection consultants outside the Tampa Bay market perceived St. Petersburg as a business location. This year the EDC reviewed additional industry research and conducted quantitative and qualitative interviews with community stakeholders. The key findings were:
- Changing perception: St. Pete is no longer just a retiree or vacation destination—it has a vibrant business community that attracts talented young workers.
- Leading with business: St. Pete has many charms, but it must make business sense first to be considered as a new business site.
- Importance of location: St. Pete’s location as part of the greater Tampa Bay area with easy access to talent and transportation is a key asset.
Collaborative development
The logo and website were designed by St. Pete-based brand strategy and consulting firm Coconspirator. 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 logo and 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:
Duke Energy Foundation
The Duke Energy Foundation provided a substantial grant to support development of the St. Pete EDC’s new website. The Duke Energy Economic Development Grant program makes strategic investments to build powerful communities that attract business investment and jobs, where residents and businesses thrive, and a talented workforce drives prosperity for all. Duke Energy is committed to the economic vitality of Florida communities, advancing the state’s prosperity, and transforming the future.
St. Pete EDC Executive Committee and Project Committee
- Bill Kent, George F. Young
- John Moore, Orlando Health Bayfront Hospital
- Nick Hess, Fifth Third Bank
- Morgan Holmes, University of South Florida
- Marcus Greene, The First Bank
- Bob Warchola, Shumaker
- James Corbett, City of St. Petersburg
- Owen LaFave, Bank of Tampa
- Andrea Falvey, City of St. Petersburg
- Jason Mathis, St. Pete Downtown Partnership
- Catherine Mitchell, Dynasty Financial Partners
- Karisa Rojas-Norton, Pinellas County Economic Development
- Peveeta Samuel, Duke Energy
- Logan Smith, City of St. Petersburg
- Danielle Ruiz, Commercial Asset Partners
- Bianca Soler, St. Pete Chamber of Commerce
Coconspirator
- Shane Needham
- Saya Heathco
- Ally Gannon
- Josh Buckner
Also
- Tara Segall, Wild Orchid
- Michael Flanagan, Maria Flanagan, and the City of St. Pete AV team
- Leadership St. Pete
- Feldman Equities
- Shumaker
- Joe Hamilton
St. Pete EDC Staff
- Mike Swesey, President & CEO
- Anne Core, VP, Marketing & Communications (brand and website project leader)
- Morgan Lazzara, Business Development Manager
- Colleen Pimentel, Events and Operations Coordinator
About St. Pete, Florida
St. Pete is a vibrant city on Florida’s Gulf Coast where companies enjoy top-ranked business and tax benefits in a warm and inclusive community that’s growth-forward yet laid-back. Fortune 500 firms and savvy startups find boundless opportunity powered by talented people who love living in a welcoming, walkable waterfront filled with arts, culture, sports, and year-round outdoor life.
About the St. Petersburg Economic Development Corporation
The St. Petersburg Area Economic Development Corporation helps out-of-market companies discover, explore, and choose St. Pete for relocation or expansion. The St. Pete EDC promotes the Sunshine City and connects prospective companies to the people, places, and programs they need to select St. Pete as a business location. When new companies Become St. Pete, they grow the business base, jobs, and purchasing power of the local market. The private-public partnership is supported by more than 70 organizations and works with executives, referral sources, and site selection consultants.
For more, visit becomestpete.com.
Update: We’ve won awards! W3 Silver and dotCOMM Gold!
