Key Challenge
Everything in black and white. Fairbanks, Alaska is a community that has historically been described in terms of extremes. The hottest, the coldest, the darkest and most remote place in Alaska. And while being a city of extremism may attract some “on-the-edge” adventurers, Fairbanks stakeholders worried that this perception was turning away wary residents, businesses and visitors who might actually enjoy the city’s elemental edginess. Add to this stiff competition from places offering a more “typical” Alaska experience of glaciers, water and whales, and you have a community in need of a revamped identity.
Critical Insight
You’re getting warm. North Star research found that Fairbank’s extreme experiences and environment are what make the city so unique. People who have lived, worked, played or studied in Fairbanks reported that their time in the town was profound, unforgettable and often life-changing. They pointed to its mysterious, alluring and provocative nature. They mentioned miracles of Mother Nature including the Northern Lights, midnight sun, hot springs and the Arctic Circle. And finally, people spoke with pride of the red-hot creative energy that permeates the city. Turns out that while Fairbanks may sometimes be dark and cold in the literal sense, it is always full of warmth and light. It’s all a matter of reframing your perspective.
Brand Strategy
North Star recommended that Fairbanks appeal to indomitable and adventurous spirits with an identity that positions it as a city in Alaska’s Interior and Arctic hub where extreme conditions create unmatched light, energy and warmth, so your experience is vibrant, rewarding and profound.
The chosen strap line, “Light Energy Warmth” supports the brand identity by reframing how individuals look at their Fairbanks experiences. Accompanying communication and brand action ideas showcase the light of the Northern Lights, Midnight Sun, shimmering ice sculptures and brightly lit cabins. The energy of downtown, the arts, a vibrant university and business opportunities. And the warmth of the people, the summers, the hot springs and a roaring fire.
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”!)
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 Fairbanks. All were designed to help them wear their brand like a second skin.
Update your certificate - Update the certificate given to individuals who actually cross the Arctic Circle. Include a list of names on your website and allow those who make the trek to blog about their experience. See example below.
- Let there be fire – Develop a Public Art Program to commission local and regional
artists to participate in an initiative for designing and creating a
series of fire pits that are also art
- These pits should be strategically placed downtown and lit on
weekends so that visitors and residents can stop, warm their
hands and share a story.
- The goal is to create a feeling of continual warmth (literal and
figurative in the sense of community) even during the dark winter
months.
- Reward exemplary actions – Create branded community awards that recognize the above-andbeyond
performance of your residents in a number of areas.
Awards could be used by schools, businesses, agencies, etc.
- Light award: for those who inspire others
- Energy award: for those who get things done
- Warmth award: for humanitarian efforts
