| 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 North Star Destination Strategies, 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 - North Star interviewed hundreds of local residents, reaching out to nearby Boston and Hartford, and culled 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 - North Star developed the P icon, created visual campaign concepts, messaging points, and developed The Creative Capital tagline. To make the campaign truly local, they recommended that the campaign be executed by a local firm.
Result - In 2008, Schwadesign executed atop North Star's strategies by:
Refining and standardizing the P icon and campaign signature
Creating a unified system for six city, state, and civic organizations to use
Developing a suite of identity standards enabling in-house creative partners at city agencies to further implement it
Art directing and selecting imagery; developing key messages with a local flavor
Organizing all campaign assets, including a web-based Asset Management tool
Producing print collateral, websites, advertisements, physical environments, buttons, stickers
Uniting local artists and designers on the campaign platform
Palpably renewing interest and pride in Providence
Reaching 49 countries and 35 US States with a signature website, providencethecreativecapital.com
Credits:
Client: Providence the Creative Capital - www.providencethecreativecapital.com
Brand Strategists: North Star Destination Strategies - www.northstarideas.com
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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