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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