Boerne is a small yet thriving city nestled within the picturesque landscape of the Texas Hill Country. As a City made up of many individual parts that make it whole, it was imperative that Boerne’s strategy & positioning captured its essence and created a foundation for a compelling narrative that would become the story of the City.
A thorough understanding of the City of Boerne’s culture, socio-economic environment, business climate, and community perceptions were gathered through a market research study. Interviews with City staff, residents, visitors, and business owners revealed underlying dichotomies that embody the City. A central focus of Boerne's strategic plan was to balance its diverse and often contrasting attributes.
Establishing the City's strategic framework included developing target audience profiles, defining the City’s attributes and values, and capturing a unique market position that distinguished Boerne from surrounding towns.
The strategy informed the concept for the City's story and brand identity. Inspired by the live oak tree—a southern symbol of strength and prominent feature throughout the City of Boerne—The 'Boerne Family Tree' tells the story of the City’s historic roots and reflects Boerne's ongoing growth & development for many generations to come.
VIDEO STORY BELOW
The City was equipped with a complete brand kit which included the brand story and brand guidelines with detailed messaging, color palettes, logo applications, typography, and implementation guidelines for marketing materials such as social media, promotional items, presentation templates, letterheads, and business cards.
Strategy Development & Creative Direction
Created while employed at BrandFirst Creative Agency. Rights to this design are owned by the City of Boerne. The artwork featured in this portfolio is for personal use only and is not intended to promote any product, brand, or service, or infringe on trademarks and copyrights.