Lindsay, Stone & Briggs Prepares Economic Development Group to Thrive
MADISON, Wis. -
State and regional economic development organizations are increasingly
competing for business and economic growth. So, when eight counties in
the Madison, Wisconsin region joined forces to grow the
area economy, they turned to Lindsay, Stone & Briggs (LSB) to position the
new organization in the marketplace by naming it and creating identity
materials, ad concepts and marketing materials including designing a Web site,
www.thrivehere.org.
The organization, named Thrive, is charged with growing the Wisconsin Capital
Region's economy in ways that enhance its often-touted quality of life.
Based on LSB's research, it will position the area as a region of intellectual
curiosity and innovative, creative energy.
The name in lowercase letters represents the area's approachable nature.
The logo's green leaf design suggests growth and conveys the area's
environmental sensibilities and desire to sustain its quality of life.
LSB conducted research to find out how the Madison
region views itself, how the Madison
region would like to be viewed and how others view the region. The resulting
work received high marks from community leaders. University of Wisconsin
Chancellor John Wiley, a self-described skeptic
of branding exercises, called the Thrive concept "brilliant."
"Most economic development groups have predictable descriptive identities, but
we wanted to create an identity system with a benefit. In a single word,
the Thrive identity not only tells a story of what it means to live in this
region, it's the benefit of thoughtful economic development. It also gives us a
platform to develop creative executions with compelling one-word stories that
quickly deliver our message," said Bill Winchester, VP/Creative Director of
LSB.
Lindsay, Stone & Briggs is a
marketing communications agency specializing in brand-based consumer insights
and their strategic and creative application. Marketers from the Fortune 100 to
strong regional brands hire LSB to tackle their toughest challenges because of
our cutting-edge approach and effective solutions.
CREDITS:
Client: Madison Region Economic Development Enterprise
Agency / Location: Lindsay, Stone & Briggs / Madison, Wis. USA
Agency Producer: Julie Herfel
Creative Director: Bill Winchester
Photography: David Nevala and Zane Williams
Art Director: Mike Bass
