McMinnville Landing
At the entrance to McMinnville, Oregon—where rolling vineyards meet big ambition—a bold new chapter is taking shape. McMinnville Landing is a 190-acre mixed-use innovation district designed to bring high-wage jobs and vibrant new amenities to the region. FINE partnered with the City of McMinnville, Walker Macy, and three ownership groups to define a core strategy, name the destination, develop a brand identity, and create the foundational tools to introduce McMinnville Landing to the world.
Rooted in Place, Ready for Progress
Positioning work honors McMinnville’s industrial and agricultural heritage while heralding an innovative future. A nod to its location next to the airport and its promise as a place to launch and grow, the campus’s name—McMinnville Landing—evokes a place of possibility, where people and businesses truly arrive. The result was a strategic foundation that invites employers, retailers, residents, and developers to take part in the future of the region.
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An Identity That Lands with Impact
Designed to unify place, purpose, and potential, the McMinnville Landing visual identity fuses industrial energy with human warmth, reflecting the district’s economic ambition and its local perspective. At full strength, the system includes a distinctive crest, grounded wordmark, a palette of soft greens and golden tones, and modular elements that dial the brand to the context—all reflecting the area’s natural soul and collective forward energy.
A Digital Platform Built to Evolve
As an early-stage communication platform and brand experience, McMinnville Landing’s website serves to introduce the property and its promise to the world. The site balances information and aspiration, providing essential details for prospective employers, retailers, residents, and developers while inviting the broader community into the vision. Messaging speaks with confidence and care, from the uplifting invitation to “Make it here. Make it McMinnville” to deeper storytelling around land use, job growth, community amenities, and more. Across it all, the experience positions the new city district as a place where commerce and community, livelihood and livability go hand in hand.
Working with FINE was like watching our vision come into focus. They didn’t just help us name and brand the district—they helped us tell the story of what McMinnville Landing can really become. The work is authentic, beautiful, and grounded in community values. It’s not just a project, it’s a promise.”
— Jody Christensen, City of McMinnville
