FEATURED CASE STUDY
VISIT GREATER SPRINGFIELD
BRAND DEVELOPMENT
CLIENT:
VISIT GREATER
SPRINGFIELD
SCOPE:
BRAND STRATEGY / BRAND IDENTITY / VISUAL AND VERBAL BRAND LANGUAGE / WEBSITE / PROMOTIONAL MATERIAL
Creation of a brand position, identity, and visual brand language to help differentiate and attract visitors to Greater Springfield, Ohio.
The Need
The Greater Springfield Convention and Visitor Bureau approached Hucklebuck with the need for a ground up brand development in the Spring of 2014. This was to include brand positioning, brand identity, as well as a visual and verbal language.
The Goals
Position Greater Springfield to stand apart from other Ohio destinations. Create a brand that would help clarify location and communicate the brand position. Establish a brand and visual language that would not only have impact, but also longevity.
The Solution
The result of the design process was a logotype that represented the mix of modern and historic natures of Greater Springfield and an icon that showed 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.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™.
The Takeaway
When working on a destination brand it's crtitical to learn where the clear space is and be authentic to that. Own what makes you unique and what you can live up to as opposed to trying to be something you are not.
Brand Position
IN GREATER SPRINGFIELD,
WE BELIEVE THAT DOWNTIME IS BEST WHEN IT’S ACTIVE...
...AND THAT YOU SHOULD TAKE HOME MORE THAN A SUNBURN.
BECAUSE WHEN YOU DO YOU MIGHT— LEARN SOMETHING NEW,
WALK AWAY WITH THAT ONE GREAT FIND, RECONNECT WITH YOUR FAMILY, GAIN A NEW PERSPECTIVE,
LAND THE CATCH OF THE YEAR, OR EXPERIENCE INSPIRING ART AND CULTURE.
HERE, YOU’LL FIND NATIONALLY RECOGNIZED ANTIQUES, MUSEUMS & ARCHITECTURE,
BEAUTIFULLY SCENIC PARKS & RECREATION, IMPORTANT AMERICAN HISTORICAL SITES,
AND UNIQUE EVENTS AND PROGRAMMING.
ALL IN A LAID BACK, MIDDLE-AMERICAN SETTING GIVING YOU THE OPPORTUNITY TO—
TAKE A BREAK WITHOUT BREAKING STRIDE. UNPLUG WITHOUT DISCONNECTING.
LOSE YOURSELF WITHOUT GETTING LOST. SLOW DOWN WITHOUT STOPPING.
DIVE IN AT YOUR OWN PACE. TAKE TIME OFF WITHOUT GOING OFF THE GRID.
BECAUSE WHEN YOUR DOWNTIME IS SPENT ENGAGED IN ACTIVITIES YOU ENJOY,
IT’S NOT SIMPLY WASTED TIME. IT’S TIME WELL SPENT.
GREATER SPRINGFIELD—FIND YOUR UNWIND
Tagline
The Greater Springfield CVB tagline embodies the idea of taking a break without breaking stride. Because in Greater Springfield downtime is best when it’s active. When you’re engaged in activities you enjoy, your time is not wasted, it’s well spent.
Logo
Primary Brand Colors
Secondary Brand Colors
Iconography Style
