Key Challenge
Knock the rust off.  Despite a proud past of history-changing creations, original thinking and patents, Dayton, Ohio was struggling with a negative self image and brain drain as young people left for other places.  The City had recently launched a Creative Class initiative to attract and retain young, energetic, high-level creative thinkers to the area.  But they needed a corresponding brand identity that would shake off the tired “rust belt” stereotype, replacing it with an identity focused on the extraordinary environment for creativity that defines Dayton’s past, present and future.

Critical Insight
North Star research found that no city in America has produced more inventions than Dayton.  Dayton was – and is – a breeding ground for history-changing ingenuity like the refrigerator and the airplane. But research also found that being the mother city of invention (so to speak!) is far greater than the innovations produced.  A direct correlation exists between the patented inventions a city produces and the size and strength of its creative class.  Dayton’s legacy of invention has morphed into the perfect environment for creativity. In fact, Dayton has evolved from a city of inventors to a city of innovators. Ultimately, Dayton is more than a place, it’s a process. A creative process. Everywhere you go creativity is recognized and rewarded. It’s a spirit that inspires you to think, create and build . . . relationships, organizations, technologies, works of art and a strong future.  

Brand Strategy
North Star recommended positioning Dayton as a city with an acclaimed heritage where the best of the past is adapted for use in today’s world creating a progressive future with character.

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

• Develop the Dayton Patented Performance Award - The Dayton Patented Performance Award recognition program can be applied to all employees and departments throughout City government. It represents the highest standards of innovation, ingenuity, passion, character, and performance and should be
  used to recognize those who make a unique and lasting contribution to the success and
  welfare of the City of Dayton operations.
  
  
  
  
• Develop Dayton Patented gift baskets/items targeted to specific needs or audiences.
  Partner with local organizations for possible funding and distribution (Welcome Wagon,
  newcomer’s groups, hospitals, hotels, Chamber of Commerce, CVB, realtors, colleges
  and so on.) Gift basket items should all have to do with ingenuity, imagination, brain
  power, individuality, knowledge, uniqueness and so on. All cards should carry the brand
  logo. See below for a suggested list t get you started:
  • New baby: Congratulations on your patented bundle of joy!
  • Newcomers to the city: Welcome! Enjoy our patented hospitality.
  • New homeowners: Welcome to your Dayton Patented neighborhood!
  • College freshmen: Welcome to college. Knowledge brings patented success!
  • New businesses: Congratulations! In Dayton, patented success awaits you!
    
    
• Create branded merchandise/promotional items
  • Dayton Patented playing cards with photos of local inventions/inventors.
  • Paper airplane pattern books or old-fashioned balsa wood airplanes with the
  • Dayton Patented logo (partner with Wright Patterson AFB, Wright State, the
    National Air Force Museum, and/or the Aviation Heritage Trail).
  • Dayton Patented “Inventor’s Kits” or “Science Discovery Kits” for children
    (partner with University of Dayton, high-tech businesses, Boonshoft Museum,
    Wright State).
    

For additional brand action strategies and ideas from Dayton’s BrandMAP, click HERE.

Press

City of Dayton unveils new branding campaign

Dayton unveils brand campaign and logo

City gathers input on its branding efforts

Results

Visit http://www.daytonoriginals.org/ to see Dayton Originals at work!

Kudos

“The exhaustive research conducted by North Star pointed to a clear strategy that all of our stakeholders could agree on,” explains Tom Biedenharn, Public Affairs Director for the City of Dayton. “And of course we had to add our original thinking to the creative execution!  Ultimately this is a brand that will bridge our past, present and future, supporting beautifully Dayton’s goal of attracting and supporting a strong creative class.”