| Providence the Creative Capital
2010 REBRAND 100 Winners > merit
Industry: Travel and Tourism, Geographic Locations - Places
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Providence the Creative Capital began with a simple goal: to identify
Providence's unique strengths and to tell the story of Providence in a way that would make
tourists want to visit and businesses want to move here.
In 2007 the Providence Tourism Commission hired [The Destination Strategists], a
company that specializes in creating destination brands for cities and regions, to clearly identify
Providence's strengths and use them to create a destination marketing brand for residents,
visitors, and businesses.
Challenge - Schwadesign based its research on hundreds of interviews with and surveys of local
residents and residents of Boston and Hartford (nearby cities to its north and south), as well as over 6,000 inquiries to the Providence
Warwick Convention and Visitor's Bureau. It also analyzed existing data from previous
marketing studies conducted for the city.
Strategy - Schwadesign completed its work by developing the P icon, basic messaging points, and
the overall vision for the campaign. To make the campaign truly local, Schwadesign recommended
that it be refined and implemented by a local design organization.
Result - The result was the recognition that Providence's strengths are its history of innovation
and creativity in all aspects of local life. The campaign has produced:
A unified system for six city, state, and civic organizations to use
A suite of identity standards enabling in-house creative partners at city agencies to
implement
Key messages and imagery, including a web-based Asset Management tool
Print collateral, websites, advertisements, physical environments, buttons, stickers
A platform engaging local artists and designers in co-creating campaign materials
Renewed interest and pride in Providence
A signature website, providencethecreativecapital.com, which has been visited by 49
countries and 35 US states.
Credits:
Client: Providence the Creative Capital - www.providencethecreativecapital.com
Brand Strategists/Designers: Schwadesign, Inc. - www.schwadesign.com
Project Leads: Josh Silverman, Laura Mullen and Sam Costello
Project Team: Amy Bernhardt, David Bellona, Ed Reposa, Evelyn Hafferty Fischer, Jake Camara, Jeremy Withers, Josie Morway, JP Camara, Matt Underwood, McKenzie Burrus-Granger, Robb Ogle
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