Key Challenge
In the shadow of Gator Nation. Home to the famous University of Florida, Gainesville was known primarily for its association with a college that excels in academics, fun and football. How to step out of the shadow of Gator Nation and showcase some of the city’s other attributes while still leveraging the benefits that come with being a top-notch college town (culture, entertainment, sports, enlightenment)?

Critical Insight
Even Greater than the Gator. Research showed that while the University of Florida is Gainesville’s most dominant and positive association, the city has more going for it than just the UF gator. Located in inland Florida, Gainesville is imbued with a unique and surprising natural beauty perfect for all types of outdoor recreation. Not surprisingly, in this city that feeds the mind and body, residents describe themselves according to their passions rather than their professions. “I’m a biker” instead of “I’m a banker” and “I’m a sax player” instead of “I’m a lawyer.”

Brand Strategy
For people who appreciate the vitality of a college town, Gainesville is home to the acclaimed University of Florida where a learning-based culture exists amidst the surprising beauty of inland Florida so you are inspired to discover and grow (intellectually, emotionally, financially, spiritually and physically).

Initial Concepts

One of the ways North Star brings your community brand to life is with a Brand Identity package, which is the creative representation of your community brand. 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 Gainesville. All were designed to help them wear their brand like a second skin.

• Surround residents with “passion signs” - The “passion signs” will serve as the visual cornerstone of Gainesville's internal brand campaign. Leverage the power and creativity of these signs with strategies guaranteed to change the way people think about the question, “What’s your sign?”
  
  
• Help economic development prospects find their way - Send top prospects a GPS system programmed with everything they (and their employees) need to succeed in Gainesville.
  
  
• Turn Albert and Alberta into tour guides - Use Albert and Alberta (the University of Florida Mascots) as website guides for the tourism website. See this idea in action at www.visitgainesville.com

Press

Gainesville Approves Marketing Money

City Ranked No. 1: Gainesville Tops List of 400 Cities in U.S., Canada

Ranked No. 1

Kudos

"We originally thought we could develop a community brand identity on our own, using local talent and research. But seeing North Star's work in other communities, we were convinced that engaging North Star would be a superior path to follow. North Star captured the essence of our brand very effectively and accurately. The Brand Platform resonates positively with everyone who sees it and we are enthusiastic about our new Brand!"
-Marilyn Tubb, Co Chairman of the Market Gainesville Partnership & Vice President, Community Affairs, Shands HealthCare