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Choose 901 was branded and launched in March 2012. The brand needed to be fresh, cool, colorful, and attractive to it’s target audience: 20-26 year-old college students and grads. From the logo to the captions, blog content, and videos, the brand reflects the young and hip vibe of the audience it aims to reach. Choose 901’s tag line, “We choose Memphis, and think you should too.” is short and sweet. The mission is simple: To show how you can invest and enjoy your life in Memphis.