The Henderson County Chamber of Commerce partnered with B3 Creative Agency to kickstart their tourism marketing efforts. Our goal was to craft a modern, rustic brand that highlighted the county’s outdoor beauty and vibrant community.
Discovery and Initial Insights
In our initial discovery meeting, we uncovered several key insights and aspirations:
Brand Essence: The chamber envisioned a "modern rustic" brand emphasizing the county’s beautiful outdoors while appealing to younger audiences.
Key Attractions: Henderson County boasts significant green spaces, including Natchez Trace State Park, multiple lakes, walking trails, and vibrant local businesses like Main & Monroe, Scott’s BBQ, and the Princess Theatre.
Community Values: The chamber emphasized the importance of community, authenticity, outdoor adventure, and family-friendly experiences.
Brand Development
B3 Creative Agency worked with the Henderson County Chamber of Commerce to develop the "Experience Lexington, Tennessee" brand. Here’s how we brought the vision to life:
Name: We made the strategic recommendation to name the campaign "Experience Lexington, Tennessee," even though the focus is on Henderson County as a whole. Our research indicated that people are more likely to search for "Lexington, Tennessee" than "Henderson County, Tennessee." By emphasizing “Lexington” in the brand name, we aimed to increase visibility and make it easier for people to discover the entire county. Key stakeholders voted anonymously in favor of this name. We chose the adjective "Experience" to highlight Lexington’s immersive adventures and vibrant local culture, underscoring our mission to showcase all that Henderson County has to offer.
Logo Design: The logo design captures the essence of Henderson County with typefaces that are a blend of rustic and modern, symbolizing both the county's rich history and contemporary vibrancy.
Color Palette: A selection of earthy and vibrant colors that reflect both the natural beauty and lively culture of Lexington.
Brand Assets: We incorporated elements like tree rings to symbolize the rich history and legacy of the county, enhancing the overall rustic aesthetic.
Brand Guidelines: Comprehensive guidelines to ensure consistent use of brand elements across all platforms and materials.
Core Values and Brand Voice: The brand is built on core values of community, authenticity, outdoor adventure, and family-friendliness. These values are reflected in the brand voice, which is:
Conversational and Genuine: Talking like a local friend sharing insider tips.
Inspiring and Down-to-Earth: Encouraging exploration in a relatable way.
Community-Centric: Highlighting the warmth and spirit of local life and events.
