Key Challenge
Ready for the recovery.  Despite the rocky economy, some communities have lots of good things going on. Is it possible to harness the power of that good despite tough times? Such was the case with Spanish Fork, Utah. Residents give two thumbs up to life in this progressive town . . .  and its rapidly growing citizenry is testament to that truth.  But the conservative nature of Utah had many outsiders similarly pigeonholing Spanish Fork despite its forward-thinking policies and infrastructure. And the stagnating economy was slowing the economic development the city needed to support its residents.  Always searching for a better way, the savvy leaders of Spanish Fork sought to package Spanish Fork’s assets into a pivotal competitive identity – so when the economy starts its recovery, this community will be first out of the fiscal gate.  

Critical Insight
We’ve got you surrounded. North Star research revealed a prevailing sense of community and family values more intense in Spanish Fork than in any city we’ve ever encountered.  Couple that with forward-thinking leadership always looking to improve living and you’ve got a recipe for satisfied citizens.  Faced with the challenge of parlaying that sense of community into a competitive brand was simply a matter of looking to the mountains that surround the city.  Breathtakingly beautiful, these mountains are an allegory for the profound embrace of community that Spanish Fork citizens experience.  And that embrace is not confined to residents; it extends to the businesses who also call this city home.  Bottom line:  In Spanish Fork you’re literally and figuratively surrounded with what you need to succeed.     

Brand Strategy
North Star recommended positioning Spanish Fork as the city for people who long for a sense of belonging where the embrace of community is as profound as the mountains that surround it so you are encouraged, protected and at peace.

The anchor for the brand’s creative identity is the line Surround Yourself.  The logo is a unique mixture of masculine and feminine graphic elements, representing both the protective and nurturing sides of Spanish Fork.  Earth tones and jewel colors are reminiscent of the beautiful geography of the area while the embracing mountains are ever-present throughout the creative work.

Initial Concept

One of the ways North Star brings your community brand to life is with a Brand Identity package, which is the creative representation of your community brand. Creative goodies include recommendations for a logo, strap line, color palette, print ads, outdoor boards, t-shirts, websites and more!  (Note:  The “initial concept” is North Star’s recommendation.  As our client’s brand implementation progresses we will provide their “evolution of the idea”!)

 

Evolution of the Idea

• Connect the brand to City utility bills - The City utility bill should feature the new brand in both look and feel, and should be designed and reprinted as soon as current template supply is depleted.
  
  
  
• Give the brand a visible presence in the community with a staged roll-out - Kick off the event with a guerilla marketing effort. Post the question ―Are you surrounded? Provide hats, t-shirts and pins that get folks asking about the question.
  
  
• Work through the schools to get children involved - Conduct a self-esteem program for local teens focused on the idea of surrounding yourself with positive influences and good choices.
  
  
• Provide branded promotional items for use in recreational programs - Produce quantities of Surround Yourself with Fun branded swim caps, towels, visors, sunglasses, water bottles, yoga mats and t-shirts for sale at parks locations or events. Also provide these items as special premiums for City-sponsored programs and events held in the parks system throughout the year. Use them as prizes and rewards at tournaments, in leagues and for day camps. Add the brand logo to Parks and Recreation sponsored athletic league t-shirts and trophies.Expand your public art emphasis to enrich residents and visitors (and to expand your appeal and reputation)
  

Press

Spanish Fork receives Brand

Spanish Fork's New Branding Iron

Kudos

"The research that North Star performed for our community will help us more than we ever believed or understood before we started this process. We now have a blueprint to guide many of our community’s activities for years to come. Perhaps the most unexpected aspect of the brand initiative was the original thinking that was applied to every stage of our project. North Star took what it learned about Spanish Fork and wove it into the creativity and hundreds of customized ideas in the strategic plan. Our residents and business community have known for years that the good life could be found here; now we can share that message with the world."

- Seth Perrins, Assistant City Manager, City of Spanish Fork