Key Challenge
Form vs. function. Although modest in population at 38,000, Columbus, Indiana is ranked a surprising fifth in the U.S. for architecturally significant cities putting it in the same company as New York City, San Francisco, Chicago and Miami. Research showed that residents are well aware - and proud -- of Columbus' architectural status. But many don't see the connection between an interesting building and the things that matter most in their lives including jobs, safety, children and education. So how can a city with a reputation for design excellence optimize that advantage and still create a brand that's "of the people."

Critical Insight
More than just a pretty building. North Star's research revealed that Columbus' architecture is not just significant, it's memorable! Dazzling modern design combined with exemplary building standards turn common structures like schools, city hall, bridges and the fire stations into functional works of art people won't soon forget. Research also showed that the outstanding architecture of Columbus is not just about the buildings, it's about applying a standard of excellence to the everyday in a way that inspires greatness in all you do. Ultimately, Columbus doesn't just do buildings better, it strives to do everything better. And that's a connection hardworking residents can feel good about.

Brand Strategy
Position Columbus as a place where there's an environment of excellence, which creates an uncommon atmosphere that inspires you to shape your world.

Strapline:
Unexpected. Unforgettable.

 

Initial Concepts

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

• Surprise visitors in their rooms - Work with local hoteliers to make hotel rooms a place full of unexpected branded treats for visitors. For example, provide relevant reading material like Architectural Digest in every room. Place modeling clay in branded containers in rooms with an invitation to “Shape your Perfect Stay.” Have chocolates made in the shape of your most famous buildings to leave on pillows at night. Include samples of local wines in wet bars, etc.

• Inviting all architects - Host a national architecture convention in one of your architecturally significant institutes of higher learning. Include an architectural tour as one of the activities associated with the convention. Simulcast presentations for those interested individuals who can’t make it to the meeting.
  
  
• Design something new from the old - Work with a local artist to design a public art project using pieces of the torn down post office.

• Make it fun for business prospects - Send out a business recruitment package that includes branded modeling clay and the line, “Come shape an unforgettable business in Columbus” or a box of Legos with the line “Come build an unforgettable business in Columbus.”

 

Press

1,500+ Residents REspond to Plea to Brand Columbus

Columbus Unveils New Branding

Kudos

"More than a tagline or an ad campaign, this brand creates our own unique identity. It also lets us tie marketing and business together in a cohesive package."
-- Fred L. Armstrong, Mayor, Columbus, IN

"The best part of the program for us was the research that substantiated the ultimate differentiation."
-- Rick Johnson, President Johnson Ventures; Columbus private-sector branding partner