Key Challenge
Platform for the Positive . . . As Lancaster, California approached its 30th anniversary city leaders were looking for a positive platform in which to couch all the good things happening in the city.  Despite all the progress, some people were focusing more on the challenges that come with being the fastest growing city in California than on the great things that growth brings. How best to frame Lancaster’s successes, creating positive energy that allows the community to continue growing toward the sun.

Critical Insight
Can’t see the forest for the trees (or the sky for the sunshine) . . . Research revealed that Lancaster is rich in many of the natural blessings that are scarce in nearby destinations such as Los Angeles.  But the city’s clean air, clear skies, open spaces and endless opportunity were taken for granted by citizens who failed to recognize their value and increasing rarity. Using these resources as a platform for promoting other positive activities gave the community something to rally around and be proud of.  Turns out good news can spread pretty fast, too!        

Brand Strategy
North Star recommended a brand platform emphasizing Lancaster’s clear differences relative to the rest of Southern California. 

For those who appreciate access and opportunity, Lancaster is a city just north of LA in the Antelope Valley high desert, where the open atmosphere creates unlimited potential so the sky is the limit for your 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 Lancaster. All were designed to help them wear their brand like a second skin.

• Sponsor a hot air balloon festival, kite flying or remote airplane contest Call it “Clear for Take Off.”
• Hold a Positively Clear art show feature beautiful works of glass and acrylic.
• Ongoing star-gazing events that take advantage of the clear night skies.
• Hold free heart and cholesterol screenings; provide participants with giveaways that say, “I’m positively clear!”
• At conventions, host fresh air stations where customers can stop and breath in pure Lancaster oxygen
• The Lancaster brand opens up the door for some unique and relevant premium items including:
  • Binoculars with the tag “On a clear day you can see . . . Lancaster!
  • CO2 canister with compressed air (and a fan attached)
  • Stickers and bumper stickers that read “Full of Lancaster air”
  • View Master with a reel of Lancaster images
  • T-shirts or shopping bags that look clear
  • Canisters of Clear Lancaster Oxygen (some of it flavored)

Press

Lancaster Wants to Update Image

Kudos

“The BrandPrint process helped us identify and capitalize on assets in our community that we had never considered celebrating. Our clean air, clear skies and open horizons really are something to be proud of and we are rallying around those ideas and all the possibilities they open up.

“One of the best outcomes of the program was the unification of different community organizations and entities.  Because we all believe in this brand it has pulled us together to promote a cohesive image.”   

- Vern Lawson, Director of Economic Development/Redevelopment, City of Lancaster