Friday, February 21, 2014

Bluffton research project leads to creative new brand

For the last eight months, our Center has been involved in an initiative to re-brand the Town of Bluffton. The goal was to develop a brand that would pinpoint Bluffton's qualities and promote tourism and economic development within its borders. Our research involved conducting a series of charettes and in depth interviews with residents and local decision-makers, followed up by surveys targeted at leaders, local business owners, potential business owners, visitors, and area residents. The research explored the core values of Bluffton and attempted to paint a picture of the future.  We sought to understand perceptions of the current brand personality and key attributes of Bluffton, whilst uncovering the prospects for economic development in the region. Based on the research, a new brand was created by our partners in the project, Charleston marketing company Rawle Murdy. The new tagline for the town is “Bluffton: Heart of the Lowcountry’ and the logo has Bluffton in lower case with the two hearts in the negative space formed by the two “f’s” in Bluffton. For the next few months, the town's message will be the center of TV commercials, radio ads and digital banners.
To see a video and a news release about the branding project click on the links below:

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