Key Challenge
No Pilgrims. The Pioneer Valley had a wonderful tourism product and a brand name that didn’t communicate. “Pioneer” carried people on covered wagons to the wild west – not to Western Massachusetts.
Critical Insight
The home of basketball, volleyball, notable artist such as Dr. Seuss and Emily Dickenson, and the site of many historic firsts exist along with a rich and diverse culture. The talent within the three-county region connects to a more relevant definition of Pioneer; one that is an innovator in any field.
Brand Strategy
Connect the assets of the Pioneer Valley to the concept of innovation.
Initial Concepts
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 the Susquehanna River Valley. All were
designed to help them wear their brands like a second skin.
