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Lancaster makes itself positively clear! 

If we’ve said it once, we’ve said it a million times – great communication and education are the keys to a successful brand launch.

Hats off to Lancaster, a forward-thinking California community that created a four-color branded newsletter to accompany its brand roll-out. The quarterly newsletter’s design carries the City’s new logo, strap line and features the color palette and graphic feel of the brand identity package. But most important, the newsletter educates the public on all the research, insights, strategy and creativity that went into the effort. Topics include an overview of research, the brand’s role in economic development, how the brand can help with tourism (and why tourism is important) and a fascinating look inside Lancaster’s socio and psychographic Tapestry profile. 

The goal of such a publication is two-pronged. First, it keeps your public and stakeholders in the loop regarding all the findings and outcomes of the brand initiative. Second, it gives concrete examples of how the City will put the brand to work for its citizens . . . action ideas more involved than just slapping a logo on a water tower.

Clearly, Lancaster’s got it going on!

Lancaster Newsletter