Brand Identity & MessagingCase StudiesPrint & Digital Collateral
When the Somerset-Pulaski Economic Development Authority (SPEDA) reached out to us about creating a new brand, we had no idea just how much energy was waiting. This newly formed organization is a product of a city-county partnership, formed by leaders in this south-central Kentucky community who are eager to see progress and change. They have a desire to make Somerset and Pulaski County the easiest place in America to do business, and they feel a sense of urgency in doing it. From their perspective, economic development isn’t just about recruiting the next manufacturing company. It’s an umbrella that encompasses industrial recruitment, retail, small business, and quality of life.
Because this new organization absorbed an existing one, SPEDA leaders were ready to start from scratch with their branding. To go big or go home. They needed something bold and exciting that will build recognition within the community about the organization’s efforts, and internationally about the community’s charm and viability as a place to do business.
We found the magic in the message. Through BR&ND BUILDER, we spent some time with SPEDA trying to conceptualize why business leaders should choose Somerset to relocate or expand. Several important words emerged from our discussion — bold, vibrant, innovation, collaboration, growth, unification. But these weren’t the answer. We needed to find the thread they all have in common. What characteristic is necessary for a community to have in order to be all of these things?
The word we were looking for is “leadership.” You can’t be bold, united, collaborative, without good leadership. Somerset now has leaders who are making a difference. Working together. Effecting change. By focusing on collaboration, customer service and workforce development, they’re making business about people, which quickly became SPEDA’s tagline. The new brand succinctly answers our initial question, “Why Somerset?” It’s because Somerset Leads.
“We engaged with P&P to help bring a large and holistic approach to our community’s economic development into a short and clear explanation of our efforts. Hard-working, innovative, diligent and trustworthy, the team at P&P does what they say they’re going to do. Our partnership excited, energized and inspired us. I would highly recommend P&P to anyone looking to ignite a spark in their organization.”chris girdler
president & ceo,
Somerset-Pulaski County economic development
What does leadership look like visually? When we think about it, we think of a person or object out in front of other people or objects. A bold, yellow arrow surrounded by smaller, navy arrows in the logo represents SPEDA’s desire to bring all of Somerset-Pulaski County’s businesses, organizations and special interests together to move forward into a future of growth and excellence. We designed brand marks for Somerset Leads that will be used on the website and externally for business recruitment, and for SPEDA, which will be used in the community to build awareness and recognition.
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