Key Challenge
New Frontiers ...What ideas do the words West Texas and frontier conjure up?  For most people the connection is cowboys and horses; gun fights and campfires.  And while Abilene, Texas certainly has a strong Wild West history, “frontier” stereotypes failed to recognize the tremendous culture and technology that define the community today. How best to showcase the present and future of this west Texas shining star while still recognizing the strong frontier character(s) that laid the foundation for its success.

Critical Insight
North Star research found that Abilene is the defining community in West Texas precisely because of its frontier spirit.  The key was to expand typical definitions of frontier. It turns out that in Abilene the rugged, independent cowboys of the past weren’t the only ones to blaze new trails.  Scientists, artists, ecologists, doctors and teachers explore new frontiers in Abilene everyday.  In fact, Abilene is representative of the two separate definitions of the word frontier – “a wilderness at the edge of a settled area of a country; i.e., Western frontier” and “an undeveloped field of study; a topic inviting research and development;”

Brand Strategy
North Star recommended a platform that targeted independent folks who appreciate wide-open spaces and positioned Abilene as the defining city of West Texas where a heritage of frontier spirit is still applied to discovery, development and creativity.

Creative work connected and interwove Abilene’s two sides in a memorable way by taking a stylized approach reflective of the community’s frontier heritage, applying it to the modern frontiers Abilene is tackling today. A unique verb, “Frontiering” was used as a strapline powerful and relevant enough to become the watchword for the city’s past, present and future.

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

• Introduce the brand to travelers, residents at the Abilene Airport
  • Create an Abilene Frontiering photo exhibit for the airport. The exhibit should include photos by local residents and professionals interpreting the unique qualities of frontiering in Abilene. Photographs should be large, eye-catching and thought provoking. Title the exhibit ―Exploring Abilene’s Frontiers.
  • Paint the brand on the terminal roof top so that travelers can get a birds-eye view of Abilene Frontiering as they enter or leave the city.
    
    
• Create branded merchandise/promotional items
  • Fun shopping bags featuring the brand logo in conjunction with stylized graphics of all the outdoor activities available in the area. Frontiering 24/7
  • Railroad gear for children – old fashioned wooden train whistles and railroad caps with the brand on them
  • Glow in the dark stars in the Abilene brand colors.
  • Telescopes and guide to the night sky (with brand logo, of course!) for stargazing
  • Projectors that beam the constellations onto the walls and ceiling inside.
    
    
• Develop Frontiering gift baskets/items targeted to specific needs or audiences
  • New bby: Welcome to Abilene's newest trailblazer! Congratulations on your bundle of joy.
  • Newcomers to the city: A hearty Frontiering welcome! Discover the many treasures of Abilene.
  • New homeowners: Settle in on the new frontier! Congratulations on your new home.
  • College freshmen: Knowledge is the next frontier! Welcome to college.
  • New businesses: Frontiering for Success! Congratulations on your new business.
  • ED prospects: Abilene – blazing a trail for economic success. Come frontiering with us!
  • CVB convention or meeting prospects: The possibilities are endless when you're frontiering in Abilene!
    
    
• Use the brand to woo important economic development prospects - In addition to branding recruitment materials, send top prospects memorable gifts related to the brand:
  • High-end binoculars engraved with the words – Abilene, the vision to help forge new frontiers.
  • An invitation to visit the community for a frontiering adventure. Prospects would be treated to an exciting experience such as a tandem skydive. The event should be photographed by the ―official brand photographer and a poster (reminiscent of the poster series) created, framed and presented to the prospect. When a prospect settles on Abilene as a location, his or her poster should be hung in a prominent location in the Economic Development offices.
  • Develop an official Frontiering document that can be personalized for the potential business prospect. Design it as an old fashioned treasure map (sepia colored paper, dotted lines toward the goal of Abilene.) Show roadblocks at other locations to highlight your competitive advantages. For example, a major metropolis like Dallas or Ft. Worth would have the road block icon and copy (in red) like: Warning! Traffic congestion and high cost of living ahead. (road block might be represented by a steer skull or a rattlesnake). Smaller competitors might have warnings like Warning! Lack of services ahead! Show Abilene as a giant treasure chest and list your amenities, recent innovations, quality of life, etc. Put the logo of the prospect in the middle of the treasure chest.
    

Press

City looks for help in marketing image

Abilene Branding Survey Yields High Response

'Abilene Frontiering' is city's new brand

Results

Visit http://abilenebranding.com/home.html to see the Abilene brand at work!

Kudos

"It was the combination of NorthStar's professionalism, creativity and personal attention that made working on Abilene's brand such a great experience. They are a first class organization with first class people, who deliver a high quality product. We could not have been more pleased with the process or the result."

- Lynn Barnett, Executive Director, Abilene Arts Alliance