CLERMONT COUNTY ORGANIZATIONS REVEAL COLLABORATIVE BRAND FOR COUNTY
Connect Clermont, the Clermont County Convention and Visitors Bureau, the Clermont County Park District and the Clermont Chamber of Commerce hosted a Brand Reveal event on December 6, 2019 at RJ Cinemas Eastgate. Leaders from the participating organizations discussed the year-long process and unveiled attributes, messaging and imagery for the county, as well as for each of their coordinated individual organizations. More than 70 community members from across the county attended the public event.
The groups joined forces to in late 2018 in response to a community-identified need for a “clear and recognizable brand for Clermont County.” This call to action sprang from the Agenda for the Future of Clermont County, a community vision and strategic plan created in 2015. The resulting brand work serves to highlight the qualities that make Clermont County uniquely suited for residents, businesses and visitors.
“This new brand is not about changing who we are. It is about capturing those things that truly unify us,” said Bob Pautke, Chairman of the Board of Directors for Connect Clermont. “We are excited for residents, business leaders and visitors to discover the unique attributes that define our culture in Clermont County,” he added.
Clermont County representatives partnered with Intrinzic Brand Collaborative to conduct this research and develop the brand. Intrinzic, based in Newport, KY, is a fully integrated marketing agency dedicated to elevating and building stronger brands through alignment of strategy and passion.
“Great brands are collaborative brands,” said Dave Townsend, president of Intrinzic. “This collaboration has to start early in the framing of the brand itself.” He continued, “The whole Clermont team, across a number of different organizations showed a level of participation and true collaboration that we rarely see. It was a pleasure to be part of this process, and the resulting brand story and identity is a testament to the way the team worked together.”
As part of the research process, community leaders, residents, and business people representing all geographies within the county participated in focus groups to help identify what makes Clermont County unique. The following attributes were born out of those discussions, and make up the foundation for the new brand story.
Modern-Rural
Clermont County is a place of balance, where you can live the best of both worlds, and where a high quality of life comes without compromise. Beyond the allure of the land and the little-bit-country charisma, there’s so much more that makes this a place you really can have it all.
Here you have access to farms, mountains, state parks, all things outdoors, blue ribbon schools, innovative businesses, the city in under 30 minutes, warm and welcoming faces alongside forward-thinkers and changemakers. And that’s just the beginning of all that makes this place special, with everything we need, want and can imagine woven together in harmony.
Here we can embrace our rural roots and take comfort in the uncomplicated, but also feel connected to the times, the energy and activity of modern urban living. And this duality doesn’t divide us, it defines us.
Everything from our people to our landscapes, institutions, traditions and culture color our communities with distinct character. Abundant yet charming, laidback yet full of life, Clermont County is home to the proud yet humble, who believe there’s no better place to be.
Discovery
For most, Clermont County is known for the quiet, friendly and familiar. Yet this hidden gem is thriving with people, places and experiences that can surprise and enlighten. No matter where you come from or what you’re searching for, we have endless ideas, avenues and open arms ready for the taking and for making your own.
This is a place with rich history, diverse landscapes, active communities, big-hearted folks, and much more that can’t always be captured in words, and we want to share it with the world. For us, it’s about opening eyes, minds and hearts to everything that’s here, ready to be discovered, explored and appreciated, so they too can recognize the full potential and be a part of making Clermont County be all it can be.
Warmth
For every storm, there’s a brightly patterned umbrella. For every scraped knee, there’s a neon bandaid. If you’re looking for a little light, there’s a smiling face, a warm embrace or a homemade pie nearby to brighten your day. Sometimes it’s the little things that can bring us the most joy, that we can count on to make us feel safe, welcome and hopeful.
And no matter what corner of Clermont County you’re in, you’re surrounded by a simplicity, honesty and authenticity that always feels good, and feels like home. Where even the smallest gesture can leave an impression that will echo and extend far beyond the moment. Theres a certain level of care, kindness and appreciation that everyone carries through their daily lives for each other and their communities, and that is something you don’t find everywhere.
Rally-Around
One thing that is undeniably Clermont County is spirit. We are people of action. We don’t wait around for the grass to grow, we join together to make things happen, to inspire, champion and work toward the highest good. There’s no need too great and no goal too bold. You don’t have to know who is involved, where things come from or how things get done, you just trust that they will.
We go the distance to see things through for one another, no questions asked. Our thoughts, choices and actions affect us all, and we can rely on each other to live and breathe this truth. Together we have what it takes to make big things happen today that can empower action, ignite growth, and influence generations to come. Here, everyone has a hand and a heart in building our fabric and our future.
Intertwined
We may all see Clermont County differently in terms of what it means to us or why we’re here, but the choice to make it home is something we share. Whether that choice was made for our families or business, or in the search for a certain lifestyle or sense of belonging, it has connected us to one another, to what is most important, to the dreams we wish to create and live every day.
It’s an underlying thread of connectedness that cannot be drawn on map, it’s a feeling we carry within us wherever we go, a closeness that you can only find if you’re looking for it in the right places and with the right intentions. We are where we’re meant to be, in the company of those we understand, trust and respect, where our shared values of compassion, patriotism, faith and family intertwine to create a bond that cannot be broken.
An umbrella, or master brand, was created for Clermont County to show the collaboration and unity within and among county organizations. The Master Brand logo is a visual representation of how specific groups within the county can cohesively live together to represent the unique fabric of Clermont County. The collaboration is not limited to the groups who have participated so far. Organizations interested in seeing how they can be involved are encouraged to reach out to Connect Clermont.
The visual identity reflects a GPS pin made from Clermont “C” to bring to life the magnetism and attraction to Clermont. “Clermont” nestles in the GPS pin to show a sense of place and belonging. Colors show the collective impact of all groups coming together and add energy and vibrancy; while bringing to life the fabric concept and the mosaic of people, places and things Clermont County offers, all being unified. “Clermont” is in a strong, confident and bold font balanced with “County” having personality and warm humanism. Heritage is brought in through not only the fabric of colors, but also the EST. 1800. Subgroups use master brand icon as a unifier, but also introduce a unique and individual secondary icon and color scheme that represents attributes specific to those people and groups.
The creation of the brand is just the first step. The organizations plan to find creative ways to bring the brand to life in 2020, including offering a “Proudly Clermont County” logo or digital badge that can be associated with businesses, local governments, schools, organizations, or groups wanting to identify with the larger community.
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