Key Challenge
Hard working, hard partying town resistant to change. The high-paying industrial jobs are gone and not coming back. Too many of Bay City's youth are leaving as well. Bay City is struggling through a time of transition.
Critical Insight
Water, affordable housing, an excellent entertainment product and a real sense of community made Bay City special and attractive to investors, residents and visitors.
Brand Strategy
Make the connection between the unique quality of life the Bay Area provides and the qualities in life that are often found missing in today's culture.
Initial Concepts
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 Bay City. All were designed to help them wear their brand like a second skin.
- Produce a book - Produce a book about Bay City and the Bay Area that speaks to the ethos of the town. Stories should be told with a historical perspective looking at successful business people and companies in the Bay Area.
- Offer postcards from the web - Place electronic post cards on the web. Visitors can overlay their own images on the postcards and forward them to friends and family. Promote this web benefit within restaurants and hotels.
- Create a self-guided tour - Create an audio CD and/or cassette that highlights the history of Bay City and provides background on places of interest in town.
