Key Challenge
Crouched at a crossroads. Traditionally known for its beautiful countryside and America's first outlet malls, Reading, Pennsylvania was in a time of transition. Years of changing industry and growing crime had created strong negative perceptions among residents and visitors. The community needed something to alter attitudes and inspire community support.

Critical Insight
With an abundance of unfulfilled potential and opportunity, Reading is all about moving forward into the future. Most importantly, the community senses this potential and is open to change and progress. Old timers, newcomers, businesses and residents alike believe they can play a vital role in redirecting Reading. In fact, Reading is the ideal tapestry in which people can weave the colors and textures of their passions and desires.

Brand Strategy
Whether you are a resident, visitor or business owner, Greater Reading is the right place at the right time for you to have a rewarding experience.

 

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 Reading and Berks. All were designed to help them wear their brand like a second skin.

• Get some game - Greater Reading has name equity ties to Monopoly – one of the world’s most famous games.  Develop your own version of this winner called Greater Reading-opoly. Use it to showcase the many new developments in Reading and Berks County.  Game can be sold at the CVB and at local shops. It would also be an excellent giveaway for promotions.
  
  
• Ring in your new brand - The railroad whistle is a fun, classic sound universally known to mean “something’s coming.”  Put this sound to work for Greater Reading as a ring tone, web-site audio or other audio cues in advertising.
  
  
• Ask for artistic expression - Sponsor art contests for all residents and/or school children centered on the theme of how one can “Take a ride in Greater Reading.” Offer branded prizes to the winners and encourage local papers to cover the contest.

Kudos

"The process itself was great. Developing an identity for Reading was not something you can easily wrap your arms around, yet the BrandPrint program allowed us to do just that. The process was our compass. It kept us relevant and true."
-- Bill Thomas, President of Bill’s Khakis.

"North Star’s BrandPrint process forced us to take a new look at a lot of old stuff. Working through the program’s stages we arrived at the perfect brand for Reading . . . the only brand, in fact, that would work for us. And throughout the process North Star provided good coaching and a creative kick in the butt, which kept us from getting bogged down in the status quo. The entire branding project exceeded everyone’s expectations."
-- Jerry Johnson, Chief Financial Officer, VF Corporation and Co-chair of the Initiative for a Competitive Greater Reading

"Creating a city-wide brand that included tourism, economic development and the community wasn't easy. But working through the North Star process provided strong data and analysis that helped drive our strategy and led us to the perfect end result. North Star kept us on course and in the end, we landed exactly where the process told us to go . . . and it was splendid!"
-- Crystal Seitz, President of the Reading and Berks County CVB