Impact Nashville: Branding that Matters
The Need
The city of Nashville was selected to be one of the first cities to receive funding to become a City of Service. This nationwide program is focused on increasing the number of volunteers – and the standards of volunteerism – in communities all over the United States.
Starting with a blank slate – no name, no logo, no strategy – the Proof team met with Nashville’s Chief Service Officer and her team of advisers as part of the Mayor’s Office to begin work on branding this exciting and important new initiative helping to connect willing volunteers with local community needs.
The Work
Bringing together the entire Proof team, the process began with an Understanding Your Branding workshop, which maximized everyone’s time and creativity. Proof and the city’s team discussed, brainstormed, and let the words and ideas fly. Thinking about core audiences, key deliverables, and important messages, the entire group arrived at a name (Impact Nashville) that was straightforward and captured the idea behind the new initiative.
Other deliverables, including a logo, t-shirt, website, and printed handbook design as well as an integrated social media strategy were discussed in detail.
The Result
After the initial workshop, Proof got to work on Impact Nashville’s logo, which captured key elements of the city while using unique colors to distinguish itself from many of the other service programs that already exist. Once a branded identity had been developed, the website and printed collateral was designed with an aesthetic to drive the Nashville community to rally and support Nashville’s new ideas for making the city a better place to live and work.
Laurel Creech, Chief Service Officer in the Office of the Mayor, had this to say about working with Proof:
“The Proof Branding team is a very creative, bright, dynamic group. They did an outstanding job of creating and designing Impact Nashville’s logo, service plan, and marketing and social networking plan. They worked tirelessly to ensure the products embodied the image, character, and mantra of my needs and were always willing to take that extra step to make sure the “ingredients” were perfect. I recommend Proof to anyone who is looking for character, identity, and contagious success to a brand or campaign.”
