Code and Theory, Colle McVoy: The Minnesota Star Tribune

PROBLEM

As local news publications shutter, The Minnesota Star Tribune remains resilient. But its future looked uncertain as the news outlet faced an avalanche of challenges: the onslaught of AI and disruptions in technology, consumer behavior, revenue and monetization, and talent recruitment. The publication’s digital experience relied on outdated technology, affecting speed, quality and communication across the newsroom. The publication needed a rebrand and a digital reboot – with the ambition to complete both in 6 months. 

SOLUTION

In its 157th year, The Star Tribune partnered with Code and Theory and Colle McVoy for a full transformation. Colle McVoy redefined its identity, while Code and Theory led a digital overhaul, creating a modern, accessible web experience. The rebrand included a name change to The Minnesota Star Tribune to reflect its statewide focus, expanded reporting, restructured leadership, and the launch of Strib Voices to amplify diverse perspectives. With a unified Stagwell team, the publication now stands as The Heart and Voice of the North, equipped with best-in-class technology and a future-ready strategy. 

RESULTS

The relaunch of the Minnesota Star Tribune set the stage for sustainable growth, with an improved digital experience and a rebrand solidifying its position as Minnesota’s top news source. The work helped the Minnesota Star Tribune achieve results including a record traffic day, 32% of the monthly subscriber goal within 24 hours, and the launch was covered by outlets including The New York Times, The Washington Post, Fast Company, and Adweek for a total of more than 460 million earned impressions. With a revitalized brand and innovative business model, the Star Tribune is ready to lead local journalism forward. 

ABOUT THE AGENCIES:

• The Code and Theory Network is the only technology and creative network with a balance of 50% creative and 50% engineers. Its unique makeup makes it the place where CMOs, CTOs and CIOs come together to drive results for their businesses. 

• Colle McVoy is a full-service creative agency and certified B Corp known for building enduring relationships between forward-thinking brands and people.