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Smaller communities offer a variety of advantages to families and businesses, but it can be challenging to convey them in a compelling manner. The Red Cloud | Guide Rock branding initiative focuses on authentically communicating the vibrancy, simplicity, and beauty of small town life through striking design and artistic photography. The branding and associated campaign include logo creation, direct mail, as well as website design and development.
The communities of Red Cloud and Guide Rock received a government grant that provided funds to help the communities promote themselves. The grant’s mission statement was Retain, Return and Relocate, which translated to helping communities thrive and prosper. Pickering’s first task was to create an identity to capture the essence of both communities. In addition, the logo needed to be adaptable, to permit separate use by each community.
The solution was a two-colored logo featuring the communities side by side. On one side is the Red Cloud skyline highlighting historic buildings such as the Opera House. On the other side is the town of Guide Rock, which emphasizes its outdoor/nature environment. The seemingly dueling concepts are melded together nicely in the finished mark. The tagline: Vibrant community, peaceful life was used throughout all collateral.
A direct-mail series was launched to promote the communities as well as the newly created website. The postcards utilized the existing photography coupled with headlines like: good living... quality of life, and wide-open inspiration.... The headlines were an extension of the tagline Vibrant community, peaceful life, and helped showcase the major selling points of the two communities.
The goal of the website was to showcase the communities through photography and provide useful information such as events and a business directory. The site includes a panning slideshow featuring people and places in the community portrayed by award winning photographer Jeff Haller. By using a Content Management System the communities can easily add photos and events to the site to keep it fresh and current.
The goal of the website was to showcase the communities through photography and provide useful information such as events and a business directory. The site includes a panning slideshow featuring people and places in the community portrayed by award winning photographer Jeff Haller. By using a Content Management System the communities can easily add photos and events to the site to keep it fresh and current.
