Key Challenge
David and Goliath. Shenandoah, Texas began as a close-knit neighborhood, but aggressive growth surrounded this intimate utopia. In fact, the rapid spread of Houston suburbia and the adjacent Woodlands (the nation’s best-known master planned community) threatened to swallow up Shenandoah. Neighbors rallied together to incorporate and preserve their way of life and the City of Shenandoah with just over 3,000 residents was born. Despite its mighty spirit, this tiny town is often overshadowed by the giant neighboring Woodlands, which gets the credit for many of the amenities Shenandoah provides.
Critical Insight
Big services come in small packages. Despite its small size, Shenandoah takes care of its own . . . . and then some! Thanks to a strong retail and restaurant tax base, citizens enjoy superior city services like police and health care along with exceptional amenities including shopping and dining. In fact, the city provides health care, dining and shopping for more than 100,000 people. But its small size allows the city to care for each citizen on an individual basis. The key is to develop a brand that reinforces Shenandoah’s reputation as a service heavy hitter and establishes the city’s boundaries so people know when they are being served by Shenandoah.
Brand Strategy
North Star recommended a brand platform based on the city being large enough to serve, but small enough to care. Strategies focused on establishing literal city limits for this city that knows no limits. Entering Shenandoah is more than just crossing a physical line; it is a profound attitude on life.
You are now entering Shenandoah!
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!
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 Shenandoah. All were designed to help them wear their brand like a second skin.
- Develop brand merchandise - The Shenandoah brand opens up the door for some unique and relevant premium items including:
- Welcome mats that read “You are now entering Shenandoah.”
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Nice shopping bags featuring retailers in the community. On one side it could read, “You are now shopping in Shenandoah.” The other side can read “Big Enough to Serve, Small Enough to Care.”
- Create "Hands and Hearts" art - Develop a Public Art Program that commissions local artists to create outdoor artwork for some of the public gathering spots. For example, supply artists with large fiberglass hands to symbolize serving and hearts to symbolize caring. Charge them to bring the items to life through their art. Display completed art downtown and call it Hearts and Hands on Parade (or whatever name is relevant). At the end of the exhibition, auction works of art off to local businesses as a fundraising effort.
- Develop a “Hands and Hearts” Civic Award - Launch the Hands and Hearts civic award for citizens who make the world – and more specifically, Shenandoah – a better place to live. There is no limit to how the Hands and Hearts award can be applied – for humanitarian efforts, neighborhood revitalization, mentoring, coaching, business success . . . you name it.
Make a big deal out of presenting the awards at a community-wide dinner. Invite the media and write press releases about the winners. Feature winners on your website and develop a wall engraved with winners in City Hall.
