Key Challenge
The greatest love of all.  Lucille Ball used to say that if you love yourself first, everything else falls into line.  But that message wasn’t resonating in Jamestown, New York, the town Lucy hailed from.  Residents were suffering from a particularly low case of self esteem . . . despite being the cultural and commercial center of Chautauqua County. Perhaps a symptom of its self-esteem problems, Jamestown also faced the challenges of uncoordinated marketing efforts, a lack of leader cooperation and aesthetic issues with the city’s appearance.  

Critical Insight
North Star research found that Jamestown offers the greatest concentration of year-round learning assets and opportunities in Chautauqua County and has had a significant impact on the world with personalities and products including the crescent wrench, Lucille Ball, Supreme Court Justice Robert Jackson, naturalist Roger Tory Peterson and music’s Indie group the 10,000 Maniacs. And despite a period of brain drain in recent decades, the city is experiencing a resurgence downtown with creative class citizens and entrepreneurs.

Self-esteem issues with citizens were often a result of limited understanding of and participation in all Jamestown has to offer.  The key was to develop a brand that puts Jamestown at the hub of all the learning, living and laughter the region has to offer and increases resident ambassadorship for the city by integrating them into implementation of the strategic plan developed for Jamestown.

Brand Strategy
North Star recommended positioning Jamestown as a year-round hub (located between Cleveland, Pittsburgh, Buffalo and Toronto) for recreation, productivity, culture and curiosity where passions for learning and laughter tickle the senses and engage the mind.

The Jamestown logo is both lighthearted and distinctive, supporting the idea that a center of commerce doesn’t have to take itself too seriously.  The line “Up Close & Wonderful” gives an important nod to the centrality and accessibility of Jamestown and its many wonderful assets.

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

 

• Repackage existing events with the brand in mind- Each event should include the brand logos on signs and banners and promotional items. Incorporate components of the brand strategy of learning and laughing into each event. For example, ask the local improv group to host workshops for locals and school kids on topics like how to do a spit take, pratfall or pie-in-the-face shticks.
  
  
• Use the brand to stimulate interest and support for economic development- Stimulate public interest and curiosity with the use of old-fashioned construction fences. Use the fence for safety purposes and to encourage passers-by to stop and take a closer look at Jamestown progress.
  
  
  
• Recognize Jamestown Up Close and Wonderful individuals and organizations- Businesses, retailers, restaurants, organizations or individuals who are icons to the Jamestown community should be recognized. Recipients might be those who have broken new ground in their industry, spearheaded a major community initiative, or established a local icon that’s been around so long they have become part of the fabric of Jamestown.
  
  
• Develop brand strength through local sports facilities- Jamestown is fortunate to have some top-notch sports facilities available to residents. Associate the brand with your sports venues by making sure it is visible to athletes and spectators in a variety of ways.
  
  
  
• Create branded merchandise/promotional items:
  • Java wraps or disposable placemats for Jamestown restaurants and coffee houses. Feature Knock Knock jokes, fun learning puzzles and games, or interesting historical tidbits about the City.
    
  • Support Jamestown's designation as the Top Small Golf Town in America with branded golf merchandise for purchase at local golf courses. Consider golf balls, tees, hats and towels.
    

     

Press

Up Close & Wonderful: DJDC Supports New Identity for City

Jamestown Launches Branding Effort

Kudos

"Jamestown is a great place to live. There are a huge variety of things to do, see and learn. However, it has been a fractured community for a long time. This brand project will bring the best parts of Jamestown out into the open for all to see and support, not to mention lure visitors and new residents to our city. North Star saw the real face of Jamestown and brought forth our best assets in a very professional and friendly manner."
- Joni Blackman, Jamestown Branding Study Committee Chair