Key Challenge
Boxed in by brilliance . . . Is it possible that a strong identity can be too limiting?  That’s the position in which Oak Park, Illinois found itself.  Sharing a border with Chicago, this destination was once home to Frank Lloyd Wright and currently boasts the largest concentration of his architecture in the world.  But stakeholders suspected that Wright’s reputation was pigeonholing them as a day trip from Chicago focused only on architecture.  While that asset was incredible, it did not take into account the other enticing attractions in Oak Park.  And leaders believed it held appeal only for an older crowd.  How best to showcase what’s Wright without sacrificing the rest?    

Critical Insight
Rubbing elbows with renegades . . . North Star research showed that Oak Park visitors are younger than expected.  Not only do they come for the architecture, but also for the city’s walk ability, beautiful setting and many interactive assets. But today’s younger set is really drawn to the city’s legacy of free-thinking innovation left behind by a group of trailblazers whose personalities are as big as their brilliance. They come to find inspiration in the footsteps of nonconformists such as Wright, Ernest Hemingway, Ray Croc, Ludacris, Edgar R. Burroughs, Homer Simpson and comedian Kathy Griffin.     

Turns out that sometimes you have to break a few rules to accomplish a dream. And in today’s color-by-number world, visitors – young and old alike – just want to spend a little time rubbing elbows with renegades.

Brand Strategy
North Star recommended positioning Oak Park as a destination for intellectually curious people where visitors can walk a path of discovery and find inspiration in the footsteps of genius.  The strapline, Step Out of Line, invites visitors to literally step out of the long lines and staid attractions found in many places.  Figuratively the line lures visitors with the ideas of individuality, discovery and a bit of rebellion. A stylized logo is architecturally inspired while creative work features the faces and philosophies of the city’s original renegades.

 

Initial Concepts

One of the ways North Star brings your destination 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 Oak Park. All were designed to help them wear their brands like a second skin.

• Walk and run out of line - Recruit residents interested in getting fit with a “Step Out of Line Walking and Running Club.” The club can feature weekly run/walks held in various parts of the community.

• Launch a new festival - During the Halloween season put on a community-wide costume festival where residents are invited to come as their favorite Oak Park rule breaker. Include trick or treating downtown at storefronts, a chili cook-off, pumpkin carving contest, etc.
  
  
• Develop brand merchandise - One of the best ways to introduce your brand is with promotional items such as t-shirts, hats, bottled water, license plates, etc. Here are a few unique to Oak Park (remember to brand them all with your logo and line):
  • Work with a local or regional winery to private label “Step out of line” wine or brew. Recommend red with fish and white with steak
    
  • Hire a local writer to create a light-hearted book, “Official Guide to Breaking the Rules”
  • Watch or clock branded with “You‟re on step out of line time!”
  • Bottle opener shaped like the Oak Park logo
    
  • T-shirts printed with relevant quotes from famous Oak Park out of liners.
    • “I think Marilyn Monroe‟s architecture is extremely good architecture.” - Frank Lloyd Wright
    • “Auto racing, bull fighting, and mountain climbing are the only real sports . . . all others are games.” - Ernest Hemingway
    • Unfortunately, son, we Simpsons sometimes have to bend the rules a little in order to hold our own. - Homer Simpson

Kudos

"To get noticed, particularly from a tourism perspective, a brand has got to have character . . . take some risks, if you will.  We are thrilled with the way North Star identified what it is about Oak Park that gives us character and translated that into an identity with appeal for a visitor.  Everyone is excited about seeing it come to life. The morning I presented the brand to our tourism committee they gave me a standing ovation.  My first!"
- Rich Carollo, President and CEO, Visit Oak Park