A Greater KC is an effort to brand the Kansas City metropolitan area for the first time. By creating a cohesive identity with elements that individual cities can use as they need, connections stretch across state lines and make Kansas City a more influential metro area, locally and nationally. A custom typeface allows each city to maintain their individual identity while relating to the whole. The “Better Together” campaign highlights diversity within the area to change narrow perceptions of KC. The new identity system unifies residents and educates visitors to create a newly defined Greater KC.