Greater Roc
A new place brand with a unifying purpose.
Optic Sky Productions in partnership with Dixon Schwabl and Meshin Movement
The Ask
Create a bold and uniting place brand to support economic development through multiple constituents; students, tourists, business and everyday community members.
The Approach
Reveal the identity of our region today through the many voices of the community and uncover how the comeback narrative can best connect with the people for true economic impact.
Primary and secondary research including study of what shapes sense of place, what makes for a comeback city, and speaking directly with over 100 voices from across the community representing geographical, socio-economic, age, race and gender diversity
Stakeholder alignment workshops
Message testing
Leading agency partner collaborations and brainstorms
The Result
A place brand that authentically moves the region past the perceptions that challenged economic progress. The Greater ROC campaign and identity rallies the entire 9-county region around a shared intention and commitments to champion a stronger future.
2021 Gold ADDY, American Advertising Awards, Rochester Chapter, GreaterROC Campaign, Best Integrated Campaign
Identity Mark
Dixon Schwabl + Co creative in partnership with Meshin Movement strategy
Links
Creative and Production Collaboration Partners
