Key Challenge
No port in a storm. Few states conjure up more mental pictures than Florida. Beaches. Blue water. Sunshine. Retirees and Tourists. But North Port in Sarasota County is few of these things. With a burgeoning population of relatively young families, lots of available land and access to rivers and canals instead of the ocean, the community was struggling to establish an identity that set it apart from the ingrained imagery of its beach-oriented neighbors. Adding to the confusion, despite its name, North Port – which is situated on canals not the ocean -- has no port.
Critical Insight
North Star research found that North Port is one of those rare communities whose past is so recent, whose present is so fresh and whose future is so wide open that the average resident can have a huge impact on the shape that future takes. Unlike its highly defined and built-out neighbors, North Port is open to the interpretation of its citizenry and thus attracts younger, more energetic people and businesses looking to shape their city’s future. Available land, affordable housing and a convenient location make it one of the fastest growing communities in Southwest Florida. And while the city is not on the beach, it does emphasize outdoor living and recreation to take advantage of its unique natural environment (parks, canals, Warm Mineral Springs).
Brand Strategy
North Star recommended targeting people who want to be part of an up-and-coming, accessible community and positioning the community as a place where a unique environment and youthful mindset invite you to shape its future so it is natural to feel vital and potential is unlimited.
The creative recommendations are anchored by an empowering line encouraging residents and businesses to “Achieve Anything” and a logo that is fresh, modern, energetic and fun. The logo conveys the importance of outdoor living without imparting a beachy feel while at the same time imparting a message of optimistic 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”!)
Brand Action
Bringing a two-dimensional city 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 North Port. All were designed to
help them wear their city brand like a second skin.
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Brand your parks - North Port has a diverse selection of parks for its residents and visitors to enjoy. Use the brand to remind users that they can also achieve anything in their outdoor recreations. Start with the ramps and signage at the skate park.
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Create brand merchandise - Use a container of modeling clay with the logo and line on it along with the line “Shape your future,” “Shape your visit,” and “Shape your business.”
- Create an outdoor movie series - North Port's open spaces and flatter landscapes make it the perfect backdrop for a large scale outdoor movie festival featuring films about great achievers. A few to consider: Rocky, A Brilliant Mind, Shawshank Redemption, Men of Honor, Rudy, Forrest Gump, Helen Keller, Amelia Earhart, Pursuit of Happyness, Braveheart, Ray, Hoosiers, Facing the Giants, Sea Biscuit or Something the Lord Made.
- Recruit ambassadors - Create an ambassador program that allows citizens to spread the good word about North Port to outsiders and personally welcome/mentor newcomers. Gifts to newcomers include a welcome mat bearing the logo and line.
- Advertise available property - One of the ways that North Port makes it easy to achieve anything is its abundance of available land for business. Use branded signage to identify all your Achieve Anything sites. List stats about that piece of property on the sign. Also, list all Achieve Anything sites on the economic development website.
