Key Challenge
Well known but not well understood . . . Sometimes everyone knows your name, but no one really understands you.  Such was the case with Meridian, Mississippi where 100% of outsiders interviewed had heard of the city, but almost half of those people couldn’t come up with an adjective to describe it.  Those with opinions about Meridian, said it was a big city, a description in direct opposition to residents’ belief that their home is a small town at a growth crossroads. How best to hone in on an identity that reflects this Southern charmer’s true essence so that people remember more than just the name?

Critical Insight
North Star research found that Meridian offers attributes that at first glance appear to be contradictory but which actually are very complementary.  This city has the steel core and determined spirit that helps the community grow and get things done, wrapped in a nurturing, family-oriented support structure that serves as a buffer against the stresses of modern life. This unique combination often means that residents, businesses and tourists have a better outlook on life while in Meridian. No wonder the city is poised for phenomenal growth!  Another finding, one of the most memorable things about Meridian is its central location in the south making it a transportation and industry hub for the region.  The word “meridian” even means “the highest point of success”!

Brand Strategy
North Star suggested an identity that makes a connection between Meridian’s unique location and its better attitude on living.  Supported by the strap line, “A Better Longitude on Life,” brand strategies focus on promoting the city’s determined spirit and nurturing nature in the context of its central location.    

Initial Concepts

One of the ways North Star brings your brand to life is with a Brand Identity package, which is the creative representation of your identity. 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”!)

Brand Action

Bringing a two-dimensional brand to life in a three-dimensional community takes a strong brand action plan. Following are a sampling of action ideas from the hundreds developed specifically for Meridian. All were designed to help them wear their brand like a second skin.

• Mark history with an X - Place the stylized “X” that represents the longitude and latitude lines in the logo on a bronze marker to indicate historical places of interest in town such as Causeyville General Store, Chaney Memorial Site, Dunn’s Falls, the Frank W. Mills home, etc. Create printed maps with “X’s” marking all these places and some background on each. Also, put an interactive form of the map on your web site.   
   
• Develop the “X Factor” award - What is that something special that makes a business better or a person more remarkable? What is that edge that makes some people work harder and give more? In Meridian it’s called the “X Factor” (with the X shaped like the stylized X from the logo). The “X Factor” award is a type of grassroots recognition program that can be applied to every school, business, organization, person and event in Meridian. It represents the high standards of character, work ethic, and exemplary quality that have defined your community historically and currently.
  
  
• Put together packages - Create special “Better longitude” vacation packages that represent different kinds of gatherings. Place these packages on the CVB website. For example, “A better longitude on shopping,” “A better longitude on golf,” “A better longitude on relaxing,” etc.
  

Press

New 'Brand' Unveiled

Meridian ... ‘A better longitude on life’

Kudos

"A lot of different initiatives are taking place in Meridian right now. This could have been a very disjointed time.  But the development and implementation of our community-wide brand has been like the glue that pulled all our organizations and initiatives together so that they work more effectively and cohesively.  The brand is really propelling us forward!
Specifically, the brand has been helpful in economic development initiatives because we can demonstrate to prospects how our city works together to ensure success for all."
-- Wade Jones, President, Greater Meridian Chamber of Commerce