Between Appleton International Airport and the city’s downtown, visitors invariably travel through a dysfunctional and disarrayed section of College Avenue. When a coalition of government, community, non-profit, transit, and tourism organizations led by Outagamie County began the process of transforming the thoroughfare into an attractive and functional corridor, it needed a way to effectively communicate its planning and visioning goals to the public.
Our challenge was to align multiple stakeholders on a clear brand identity and effective strategic messaging to increase awareness, visibility, and understanding of the campaign within the community. Our aim was to share the value of an improved College Avenue/WIS 125 and inspire the public to participate in the planning process. We also wanted to ensure consistency of messaging to improve comprehension and differentiate the effort from other regional planning projects or destination brand campaigns.
We took a deep dive into messaging with project leaders and committee focus groups, exploring concepts, logo, colors, fonts, tagline, and positioning statement. With their collaboration, we were able to develop a comprehensive and consistent brand with key messaging points that were easily implemented by the coalition for project communications. By aligning multiple organizations under a unified and memorable brand, the project team was able to generate excitement and encourage meaningful engagement from the community. The “A NEW Avenue” campaign launched in March 2024 and was completed by July 2024.
"We are thrilled with the work Tara Brzozowski and her team at Showcase Communications has done for us. From the very beginning, Tara took the time to listen to our vision, and her design skills have truly brought that vision to life in ways we couldn’t have imagined. The branding strategy they created is not only creative but also perfectly aligned with our goals. Tara and her team are incredibly easy to work with, always professional, and responsive to our needs. It’s been a pleasure collaborating with Showcase Communications, and we couldn’t be happier with the results!"
