Key Challenge
Beauty and the beast. Like many large cities, Jackson, Mississippi is fighting an ongoing battle with racial discord, poverty and crime. And because of the high profile nature of these issues, the city is in danger of being defined by their negativity. But this city is also the birthplace and home of great artists, musicians and writers – past and present – including Eudora Welty and Otis Spann. How can a Southern city with a proud legacy and an abundance of art and culture shift the focus from its bad to its good?    

Critical Insight
Research showed that the bad and the good are inextricably interwoven in Jackson. Like good blues music, the beauty of Jackson is unique, distinct and interesting because of the struggles.   And, the city’s history of fighting for change and progress has resulted in a citizenry with a work ethic second to none.

Brand Strategy
For people with soul, Jackson is the largest city in Mississippi, where great beauty has been wrought from great struggle so you feel deeply moved and empowered to make a difference.

Initial Concept

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”!)

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 Jackson. All were designed to help them wear their brand like a second skin.

• Create a visual icon - Commission an artist to create an iconic statue/art piece that represents the concept of “beauty wrought from struggle.” The unveiling of this piece should be a major public relations event involving the media, key City officials, the Arts Alliance, celebrated guests, etc. Posters of the piece can be sold at the Visitor’s center, museum, etc. or given away as a premium item.
  
  
• Encourage local expression - Working with the CVB and city, create events where local artists can express the unique beauty of Jackson. For example: Spoken word events, Jazzoetry, Stepping, Local art displays, Readings. Consider hosting a local arts festival each spring that features all of these activities as well as offers food, workshops, etc.
  

 

Results

• Employment is up 3.28% in 2005.

• RevPAR is up 11.9% in 2005.

Results

“North Star saw the value of the arts in Jackson and used it as armature to position our community.”
- Janet Scott, Executive Director, The Arts Alliance.

"It was a really good experience to go through for us," Lawrence said. "They helped us see things that grew out of the struggles of the past and promote those instead of being ashamed of them. They put things together that could help change perceptions within our own community about who we are; how we've grown, improved and opportunities in recent years because of our struggles in the past. It was very fruitful in that regard."
- John Lawrence, Downtown Jackson Partners