CASE STUDY
Explore Monroe
A destination worth exploring
Details
type
Brand Development
industry
Tourism, travel
services
Graphic design, strategy, content development
Monroe County was looking for a way to stand out in a competitive tourism market, targeting visitors rather than local residents. They needed a unique brand that could capture the essence of their community and appeal to a broad audience. The challenge was to create a cohesive narrative and visual identity that would unify the diverse attractions of Monroe—historic sites, parks, recreation, and more—while positioning the county as an appealing place to visit.
Before diving into the creative process, we spent time in Monroe County, meeting with key stakeholders from various sectors such as hospitality, historic sites, parks and recreation, and local businesses. Through in-depth conversations and surveys, we gathered insights about the essence of the community and what makes Monroe unique. This allowed us to understand the true heart of the county, ensuring that the final campaign and branding would authentically capture the diverse offerings and experiences of Monroe. By engaging with those who know the community best, we uncovered the stories and perspectives that shaped the foundation of the “Explore Monroe” campaign.
Brand Development
To truly capture Monroe’s story, we engaged with a wide range of local stakeholders, including county partners, hospitality managers, historic entities, and parks and recreation teams. This collaborative approach allowed us to understand the county’s diverse offerings and align our strategy with the unique elements that make Monroe special.
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Brand Positioning: We developed the tagline “Explore Monroe” to reflect the county’s spirit of discovery and adventure. The tagline was designed to appeal to both spontaneous travelers and those planning their trips, inviting them to uncover all that Monroe has to offer.
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Visual Identity: Inspired by one of Monroe’s most iconic landmarks, the River Raisin, we designed a logo that incorporated a section of the river, adding a creative and distinctive touch to the brand. This element symbolized the flow and connection of Monroe’s attractions, giving the brand a sense of movement and exploration.
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Color Palette: We selected a warm, friendly, and inviting color palette, using muted tones that were neutral enough to represent the diverse activities highlighted in the campaign. This approach ensured the brand felt approachable to visitors of all ages.
he campaign successfully positioned Monroe County as an inviting and dynamic destination. The fresh and cohesive brand captured the community’s story, drawing attention from potential visitors. The combination of the “Explore Monroe” tagline and the unique visual identity brought the county’s attractions to life, making Monroe a place people are eager to discover.
