“A brand that captures your mind gains behavior. A brand that captures your heart gains commitment.” Scott Talgo
Defining the Essence of a City. To create a brand positioning for the city of Billings that defines and addresses the qualities, target segments and brand attributes in order to create and sustain a consistent and cohesive brand message. A.D. Creative Group designed a powerful brand language to reposition the city under one purposeful unified umbrella. The branding elements and standards support an adaptable communication language between local businesses, residents, outreach to visitors and potential corporate firms looking to relocate to the city. The main characteristics of the re-branding were designed to provide the following qualities: Believability, Differentiation, Enduring, Motivating, Relevant and Strategic. The transformation of this brand is now becoming immediately recognizable to both the public and private sectors, inspiring creativity while reinforcing the city’s values and optimistic lifestyle.