Collaborative at our Core 

Refreshed consistency

Our approach utilized data analysis and collaborative engagement to initiate a phased approach beginning with Discovery. We conducted key stakeholder interviews, reviewed peer markets and analyzed available website and marketing data. The in-depth visitor study and the collection of real-life data informed the development of a brand-building outline.

The outline encompassed persona development, visual and verbal identity, marketing strategy, KPI development, and the creation of a new logo. We fostered a collaborative environment, working closely with Travel Ashland's internal team, the rebrand committee, and community stakeholders, including business owners, local organizations, and a city council representative. 

Envisioning the New Visitor While Maintaining the Current Base.

The Envision phase of the project commenced with a comprehensive brand workshop. The workshop, guided by our team, involved the 14-member rebrand committee led by the Director of Travel Ashland. Through a synthesis of information gathered from the visitor study, brand workshop, and community input, we developed distinct persona groups and layered in interest segmentation. This understanding of our target audience and how Ashland's amenities would resonate with them informed the development of the brand's visual and verbal elements.

Building a collective vision

The Development phase of this project commenced with a clear vision: to showcase the unique attributes of Ashland and its surrounding area through a new brand, highlighting the town's appeal as a modern mountain destination. Our team collaborated closely with the Director of Travel Ashland and the Committee to develop a comprehensive brand package, encompassing a brand platform, messaging, and Key Performance Indicators (KPIs). These KPIs were established to set benchmarks for achieving future marketing and visitation goals.

Implementation of the new brand was brought to life with a Brand Guide, templates and marketing assets and the framework of the marketing roadmap to introduce Ashland to the next generation of visitors. Ultimately at the close of the project the objective of having a brand the community would be proud to champion was achieved.  

The project concluded with the successful Implementation of a new brand identity for Ashland. This included the development of the Brand Guide, marketing assets, templates, and a marketing roadmap framework to engage a new generation of visitors. Most importantly, the objective of creating a brand that showcased what Ashland had developed into and the community would embrace was achieved.