The Greater Springfield Convention and Visitor Bureau approached Hucklebuck with the need for a ground up brand development in the Spring of 2014. Without having the benefit or liabiity of an existing brand, we started from scratch with strategic development and discovery to give ourselves a foundation that was authentic and a filter for which the creative would be passed through. We explored many design directions with the name and icon, but eventually landed on an icon that allowed the logo to show general geography with regards to where Greater Springfield is and which one it is for that matter. Showing the pathways through the state subtly suggest that the Greater Springfield region lies at the crossroads of most of the main highways and interstates in Ohio. The core color palette is grounded in nature while providing a pop to convey the energy that exists in the active local culture. From a positioning standpoint we are making the grab for clear space that exists in the area of “active leisure”. Holding on to the notion that Springfield is a place where you can visit and relax, but also engage in activities that you enjoy. This was distilled in our final tagline “Find Your Unwind™”.
We recently finalized the branding and positioning phase and are working towards a locally focused roll out this fall with an aggresive regional push this early winter/spring of 2015.