Anna, a town of approximately 8,000 people located in northern Collin County, about 50 miles north of downtown Dallas and in close proximity to the ex-urban North Texas communities of Richardson, Plano, McKinney and Frisco, has grown rapidly in the past five years (800 residents to 8,500). It still retains its small town values, open vistas and friendly atmosphere. Proud of its history, Anna is also planning for its future. Like many small North Texas communities, Anna faces a number of economic, civic, historic and communication challenges directly affecting the town’s ability to create a vibrant future for itself. Ligon + Owens Design undertook a number of important steps, or phases, in order to conceive and implement a successful and authentic brand for Anna. The following 4 phases were initiated:
Discovery: We identified decision makers whose input would be necessary to, and influencers whose input would be insightful during the branding process; conducted interviews to gauge how Anna is currently viewed by key internal and external audiences; and ascertained the goals and aspirations of a majority of stakeholders in Anna’s future.
Development: We identified and developed the core brand story for Anna: the central concept upon which was based the corresponding marketing and design strategy.
Design & Approval: We developed and designed an integrative and comprehensive set of authentic brand materials; and created a carefully structured design/approval process to gauge feedback to and build ownership in the branding story, process and key materials.
Production & Delivery: We created final art and copy for all brand materials once consensus had been reached by key decision makers, including a kinetic identity system, stationery, street signage, a marketing brochure, and a series of promotional videos for the town.
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