Key Challenge
Variety’s the spice of life . . . Sometimes the spice and flavor of a place aren’t readily apparent because of the exterior. Lauderdale Lakes, located in the heart of Broward County, Florida, is a community brimming with diversity. Like really good fusion cooking, this city represents a literal intersection of colorful cultures . . . Caribbean, Afro-American, Jamaican, Indian, Chinese, Trinidadian, Arabian, Irish, German and Canadian. And the textured, spicy flavors of these cultures – food, music, arts, sports, and faiths – mix and mingle in the hearts, homes, churches, shops and restaurants of the community. 

But few outsiders were really aware of Lauderdale Lakes' vibrancy. A lack of harmony regarding planning, marketing, infrastructure and more meant that the colors of the city weren’t in sharp focus.  How best, then, to converge the color of the community so that visitors, businesses and residents alike are drawn to its bright energy?    

Critical Insight
Lauderdale Lakes’ location as a major intersection in Broward County was an opportunity to showcase its assets to about 120,000 drivers a day.  City leaders had embarked upon redevelopment and branding plans to maximize that exposure. North Star research found that many things beyond culture intersect here: strong leadership ideas, inclusive political structures, commerce/distribution and canals/greenways. 

Brand Strategy
North Star recommended leveraging Lauderdale Lakes’ place both as a transportation and cultural intersection. The resulting strategy targets hardworking people committed to community involvement and positions Lauderdale Lakes as a place where cultures intersect for a fusion of flavors that makes life more interesting.

The creative identity for the strategy is anchored by a logo and line pulsing with energy and bright color.  The line “Life in Full Color” fully supports the rich cultural diversity of the city and offers endless possibility for speaking to residents, visitors and businesses looking for a more vivid, flavorful experience.  The arresting kaleidoscope imagery is flexible and fun, suggesting that endless combinations of color and shape within Lauderdale Lakes offer endless opportunity and possibility.

 

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”!)

 

 

• Infiltrate your infrastructure - Create visual interest for car travelers and pedestrians moving through the major city intersection (and play up the idea of “intersection of cultures” with this painted pavement). The turquoise and orange borders of the design serve as crosswalks.
  
   
  
  
• Brand cost-effective, relevant signage - One interesting approach to signage might be a flag display representing the diversity of cultures and nationalities in Lauderdale Lakes. Consider a public park, government mall or other visible area for the flag display. A flag bearing the vibrant colorful Lauderdale Lakes logo should be a cornerstone of this display.
  
  
  
  
• Colorize your public art - Public art is an excellent way to engage people in public spaces, connect public spaces, increase the aesthetic beauty of your community and create strong first impressions. Pursue one of more public art projects that supports the strategy of the brand. A couple of ideas:
  • Create a larger-than-life interactive kaleidoscope that residents and visitors alike can play with. Another option, place a series of smaller interactive kaleidoscopes in parks, retail areas, etc.
  • Commission an artist or artists to create stained glass art for the lobbies and windows of prominent public buildings.
    
    
• Create a branded festival - Either revamp your UniFest to engage all nationalities in Lauderdale Lakes or create an entirely new ―International Flavors festival reminiscent of Epcot in Disney World. Each nationality is represented by a tent, food cart or other structure which serves the food and drink of that nation.
  
  
  
  
• Give Businesses a way to play - Businesses can actually create products or promotions that are in line with the brand. For example:
  
  • A wine shop can private label a series of "Full Color Kaleidoscope" wine
    
    
    
• Start developing branded anniversary plans - Fifty years is something to celebrate and Lauderdale Lakes should be very proud of all it has accomplished. Because your anniversary is right around the corner, don‘t waste any time developing branded plans to help celebrate. A few suggestions:
  
  • Create pole banners with the 50 year anniversary logo on them for display throughout town.
    
  • Develop anniversary merchandise such as a branded kaleidoscope.
    
    

Press

Lauderdale Lakes considers promoting its diversity with new slogan, logo

Kudos

“As part of our strategic plan, this new brand will help the city and other organizations, businesses, economic development groups and community builders speak with one common voice. We also are hoping that it will help us attract new businesses, and inspire potential residents and our current residents about the possibilities of life in Lauderdale Lakes.”
- Anita Fain Taylor, City Manager, City of Lauderdale Lakes