Village of Oak Park branding and marketing THIS AFTERNOON
01. Introductions: a little about you (and us) 02. Notes on Oak Park 03. What is branding anyway? Concept and tools 04. A branding roadmap 05. Lunch and discussion 01 Introductions
WRITE THE HEADLINE YOU WANT TO SEE: + Big news above the fold + Secondary feature + Community announcements Oak Park ranked #1 in U.S. for bicycle safety.
Cul-de-sacs removed
Sneak preview of Brunch John Mahoney’s served directorial debut draws celebs to Art District
JAMES MINER PHILIP BARASH NEDA MOVAGHAR principal, planner, food advocate strategist, placemaker, Chicagoan at heart art director, graphic designer, passionate doodler
MATT UMINSKI CHRIS FREDA MINGSHAN RYAN COLLIER environmental designer, type master, urban designer, planner, multi tasker junior designer, creative, designer, project manager, inquisitive avid reader color lover THE SASAKI DIFFERENCE BROAD EXPERTISE, LASER-SHARP FOCUS.
Sasaki offers a big vision, backed up by decades of experience. Our work spans the globe, with clients in urban markets of all scales, and is attuned to an increasingly intense global competition among places. As cities are challenged to amplify their message, we can help them take advantage of tools from diverse domains, from economics to social media, from urban planning to advertising. SASAKI TRADITIONAL MARKETING AGENCIES Sasaki assembles experts in multiple fields, from brand strategy and Marketing agencies are good at one thing: communication design to economic marketing. But the narrow concentration development and urban planning. may miss important urban and cultural This interdisciplinary strength contexts. provides a comprehensive vision and yields new insights.
Markets
What unites this team is a laser-sharp Generalist agencies work across focus on place. We are experienced disparate marketplaces, from consumer and passionate about the value of goods to business services. They may urban environments. lack a thorough understanding of how cities prosper and evolve.
Disciplines 02 Notes on Oak Park
60 hours of inventorying the Dozens of conversations with existing signage system — the people, young and old, from first such comprehensive effort. places near and far, enthusiastic and skeptical. 9 hours of focus group interviews with representatives of districts, 500 signs identified and cultural institutions, tourism cataloged experts, business leaders, and housing managers. 6 plans reviewed and annotated, including: 2000 / 2001 Signage 10+ hours of public events for Plan, Envision Oak Park Comp residents and visitors to share Plan, Oak Park Brand Identity their navigational experiences. Guide, Oak Park Bicycle Plan, Greater Downtown Master Plan, and Plan for the Redevelopment of Roosevelt Road
Driving is not the dominant mode of getting around Dining and open space are top priorities – consistent with national trends DowntownDowntown NorthNorth Avenue Avenue ArtsArts District District MadisonMadison Street Street Downtown North Avenue Arts District Madison Street
RooseveltRoosevelt Road Road ChicagoChicago Avenue Avenue SouthtownSouthtown LakeLake & & Austin Austin Downtown North Avenue Arts District Madison Street Roosevelt Road Chicago Avenue Southtown Lake & Austin Downtown North Avenue DowntownArts District NorthMadison Avenue Street Arts District ARTS MadisonDISTRICT Street
Call the Visitors Center
Oak Park is a village adjacent to the West Side of the city of Chicago in Cook Roosevelt Road Chicago Avenue Southtown Lake & Austin Roosevelt Road Chicago Avenue Southtown Lake & Austin County, Illinois, United States Downtown North Avenue ArtsRoosevelt District Road MadisonChicago StreetAvenue Southtown Lake & Austin
RooseveltDowntown Road ChicagoNorth Avenue Avenue SouthtownArts District LakeMadison & Austin Street
Roosevelt Road Chicago Avenue Southtown Lake & Austin Holley Court Holley Court Garage Garage
Spaces Available
Wright Home & Museum Parking Downtown Hemingway Sites
. mi . mi Pleasant Home . km Wright Home & Studio . km
. mi . mi Mills Park . km . km . mi Hemingway Sites . km Wright Home & Studio . mi Destination . km . mi Madison District . km Hemingway Sites . mi Marion St Arts District . km
PUBLIC PARKING HOUR MAX
Parking Downtown
Wright Home and Studio . mi/. km Wright Home and Studio . mi/. km
Scoville Park . mi/. km Scoville Park . mi/. km Hemingway Museum . mi/. km Hemingway Museum . mi/. km Hemingway Birthplace . mi/. km Hemingway Birthplace . mi/. km
Visitors Center . mi/. km Visitors Center . mi/. km Marion Street . mi/. km Marion Street . mi/. km Pleasant Home/Mills Park . mi/. km Pleasant Home/Mills Park . mi/. km
Frank Lloyd Wright North Avenue Dining Home and Stuido Wonder Works Museum
(. mi / . km) ( mi / . km) The original structure was quite small. The home was extensively remodeled in , when among other changes the kitchen was enlarged and converted to a Hemingway dining room, the upstairs nursery was expanded and Birthplace converted for use as Catherine's dayroom, and the FRANK LLOYD WRIGHT Forest Ave. Forest N. Marion St. N. Grove Ave. N. Grove Children's Playroom and a new kitchen were added to the back of the house. A second major addition was HOME & STUDIO N. Kenilworth Ave. N. Kenilworth Harlem Blvd. made in , when the Studio and Connecting Oak Park Ave. Park Oak Corridor were built. In the Studio, Frank Lloyd Wright and associated architects like Walter Burley Griffin and M IN sculptor Richard Bock advanced the Prairie School of Ontario Ct. W A Architecture and designed many notable structures, LK including the Robie House, Unity Temple, the Laura Gale home, and the Larkin building. After , the Marion St. Studio was converted into a residence for his wife and Ontario St. the younger children. In , the structure was handed over to the National Trust for Historic Shops and Dining Hemingway Preservation. (. mi/. km) Ontario St. Museum The Home and Studio was declared a National Historic Landmark in , and has received the American Holley Court Austin Institute of Architects' National Honor Award. It is Garage Gardens owned by the National Trust for Historic Preservation, Greenline CTA and has been restored, maintained, and operated as a Permit Parking museum by the The Frank Lloyd Wright Preservation (. mi/. km) Lake & Forest Trust. Every May, the Frank Lloyd Wright Preservation Caption: The Frank Lloyd Wright Home and Studio Scoville Trust hosts a housewalk of the home and studio and Lake & Park various private homes.
Visitors Center Forest Garage Common Ridgeland Market Farmers’ ( / mi / . km) The original structure was quite small. The home The Home and Studio Museum Shop is currently located was extensively remodeled in , when among other in the East end of the building, and carries most of the Lake St. changes the kitchen was enlarged and converted to a extensive Frank Lloyd Wright, Prairie and Arts & Crafts dining room, the upstairs nursery was expanded and related products available at ShopWright.org YOU ARE HERE converted for use as Catherine's dayroom, and the Hemingway Sites Children's Playroom and a new kitchen were added to PERMITS GARAGE RATES Unity Temple the back of the house. A second major addition was A sprite located at the FLW Home and Studio (. mi/. km) made in , when the Studio and Connecting Corridor were built. In the Studio, Frank Lloyd Wright North Blvd. and associated architects like Walter Burley Griffin and North Blvd. sculptor Richard Bock advanced the Prairie School of Oak Park (Metra) Architecture and designed many notable structures, post your photos on Frank Lloyd Wright c. SHARE YOUR VISIT Oak Park Ave. including the Robie House, Unity Temple, the Laura Instagram #flwtrust to hour & Sunday Free Gale home, and the Larkin building. After , the Harlem/Lake South Blvd. Studio was converted into a residence for his wife and South Blvd. Shops and Dining the younger children. In , the structure was handed over to the National Trust for Historic (. mi/. km) Preservation. to . hours $. Pleasant St. The Home and Studio was declared a National Historic Pleasant St. Landmark in , and has received the American Pleasant Institute of Architects' National Honor Award. It is Home LINGER LONGER owned by the National Trust for Historic Preservation, Pleasant St. and has been restored, maintained, and operated as a . to hours . Mills Park Within a -minute walk, discovery plenty of museum by the The Frank Lloyd Wright Preservation dining, shopping, entertainment, architectural, and Trust. Every May, the Frank Lloyd Wright Preservation public space gems. Trust hosts a housewalk of the home and studio and various private homes. Text “Linger” to () - for a listing of Oak Park High School The Home and Studio Museum Shop is currently located to . hours . neighborhood attractions and special offers. in the East end of the building, and carries most of the and Athletic Fields extensive Frank Lloyd Wright, Prairie and Arts & Crafts (. mi/. km) related products available at ShopWright.org Clinton Ave. Clinton Ave. Kenilworth S. Home Ave. S. Maple Ave. S. Marion St. S. Randolph St. Ave. Grove S.
. to hours . Frank Lloyd Wright North Avenue Dining Home and Stuido Wonder Works Museum A sprite located at the FLW Home and Studio (/ mi / . km) ( mi / . km) Arts District Oak Park Station Public Library Hemingway ( mi / . km) (. mi / . km) (. mi/. km) Birthplace Forest Ave. Forest N. Marion St. to hours . Ave. N. Grove SHARE YOUR VISIT post your photos on
Spaces Available Ave. N. Kenilworth Instagram #flwtrust Harlem Blvd. Oak Park Ave. Park Oak to hours . Ontario Ct. Ontario St. EXPLORE ON FOOT
Hemingway PAMPLONA, SPAIN Explore Oak Park’s Queen Anne wooden homes, dating from the s, in SHARE YOUR VISIT post your photos on Ontario St. Museum Instagram #flwtrust the Ridgeland-Oak Park Historic District. Just min away and burn Holley Court Austin -day pass . Gardens (, mi) (, km) Garage calories.
Scoville Famous worldwide for the annual running of the Formosa por todo el mundo para el funcionamiento Lake & Park Garage fees are paid at automated pay stations Visitors Center Forest Garage Common Ridgeland Market Farmers’ ( / mi / . km) bulls, Oak Park’s sister city Pamplona, features anual de los toros, Ciudad hermana Pamplona Lake St. which accept cash, coin and Visa, Mastercard & promeinently in Ernest Hemingway’s novel ocupó un lugar prominente en la novela de Ernest EXPLORE ON FOOT The Sun Also Rises. Hemingway Fiesta. Unity Temple Erie St Discover for payment. Explore Oak Park’s Queen Anne wooden homes, dating from the s, in North Blvd. the Ridgeland-Oak Park Historic District. Just min away and burn North Blvd. Oak Park (Metra) calories. Austin Ontario St Gardens Dial () - to hear and excerpt Harlem/Lake South Blvd. Scoville South Blvd. Park
of a Hemingway novel YOU ARE HERE
Pleasant St. Marion St Grove Ave Pleasant St. Ave Forest Pleasant Oak Park Ave Park Oak For more information on parking garages in Oak Park, Home
For more information on parking garages in Oak Park, Ave Kennelworth Oak Park Pleasant St. Public Library contact Parking Services. Mills Park contact Parking Services. Lake St Erie St . . or e-mail [email protected] . . or e-mail [email protected] Austin Ontario St Gardens Scoville Clinton Ave. Clinton Ave. Kenilworth S. Home Ave. Information is also available online at Information is also available online at Park Maple Ave. S. Marion St. S. Randolph St. Ave. Grove S. www.oak-park.us/parking www.oak-park.us/parking Arts District Oak Park Station Marion St Grove Ave Forest Ave Forest ( mi / . km) (. mi / . km) Oak Park Ave Park Oak
Kennelworth Ave Kennelworth Oak Park Public Library
Lake St
Holley Court Holley Court Garage Garage
Spaces Available
Wright Home & Museum Parking Downtown Hemingway Sites
. mi . mi Pleasant Home . km Wright Home & Studio . km
. mi . mi Mills Park . km Hemingway Sites . km . mi Hemingway Sites . km Wright Home & Studio . mi Destination Madison District . km . mi Madison District . km Hemingway Sites . mi Marion St Arts District . km
PUBLIC PARKING HOUR MAX
Parking Downtown
Wright Home and Studio . mi/. km Wright Home and Studio . mi/. km
Scoville Park . mi/. km Scoville Park . mi/. km Hemingway Museum . mi/. km Hemingway Museum . mi/. km Hemingway Birthplace . mi/. km Hemingway Birthplace . mi/. km
Visitors Center . mi/. km Visitors Center . mi/. km Marion Street . mi/. km Marion Street . mi/. km Pleasant Home/Mills Park . mi/. km Pleasant Home/Mills Park . mi/. km
Frank Lloyd Wright North Avenue Dining Home and Stuido Wonder Works Museum (. mi / . km) ( mi / . km) The original structure was quite small. The home (. mi / . km) ( mi / . km) The original structure was quite small. The home was extensively remodeled in , when among other was extensively remodeled in , when among other changes the kitchen was enlarged and converted to a changes the kitchen was enlarged and converted to a Hemingway dining room, the upstairs nursery was expanded and Hemingway dining room, the upstairs nursery was expanded and Birthplace converted for use as Catherine's dayroom, and the FRANK LLOYD WRIGHT Forest Ave. Forest Birthplace converted for use as Catherine's dayroom, and the Forest Ave. Forest N. Marion St. N. Grove Ave. N. Grove Children's Playroom and a new kitchen were added to N. Marion St. N. Grove Ave. N. Grove Children's Playroom and a new kitchen were added to the back of the house. A second major addition was HOME & STUDIO N. Kenilworth Ave. N. Kenilworth the back of the house. A second major addition was
Harlem Blvd. HOME & STUDIO N. Kenilworth Ave. N. Kenilworth
Harlem Blvd. made in , when the Studio and Connecting
Oak Park Ave. Park Oak made in , when the Studio and Connecting Oak Park Ave. Park Oak Corridor were built. In the Studio, Frank Lloyd Wright Corridor were built. In the Studio, Frank Lloyd Wright and associated architects like Walter Burley Griffin and and associated architects like Walter Burley Griffin and M sculptor Richard Bock advanced the Prairie School of MIN Ontario Ct. IN W sculptor Richard Bock advanced the Prairie School of Ontario Ct. WA Architecture and designed many notable structures, ALK Architecture and designed many notable structures, LK including the Robie House, Unity Temple, the Laura including the Robie House, Unity Temple, the Laura Gale home, and the Larkin building. After , the Marion St. Gale home, and the Larkin building. After , the Marion St. Studio was converted into a residence for his wife and Ontario St. Studio was converted into a residence for his wife and Ontario St. the younger children. In , the structure was the younger children. In , the structure was handed over to the National Trust for Historic Shops and Dining handed over to the National Trust for Historic Shops and Dining Hemingway Preservation. Hemingway Preservation. (. mi/. km) Ontario St. Museum (. mi/. km) Ontario St. Museum The Home and Studio was declared a National Historic The Home and Studio was declared a National Historic Landmark in , and has received the American Holley Court Austin Landmark in , and has received the American Holley Court Austin Institute of Architects' National Honor Award. It is Garage Gardens Institute of Architects' National Honor Award. It is Garage Gardens owned by the National Trust for Historic Preservation, owned by the National Trust for Historic Preservation, Greenline CTA and has been restored, maintained, and operated as a and has been restored, maintained, and operated as a museum by the The Frank Lloyd Wright Preservation (. mi/. km) Permit Parking museum by the The Frank Lloyd Wright Preservation (. mi/. km) Permit Parking Lake & Forest Trust. Every May, the Frank Lloyd Wright Preservation Lake & Forest Trust. Every May, the Frank Lloyd Wright Preservation Caption: The Frank Lloyd Wright Home and Studio Trust hosts a housewalk of the home and studio and Caption: The Frank Lloyd Wright Home and Studio Scoville Trust hosts a housewalk of the home and studio and Park various private homes. Lake & Park various private homes. Ridgeland Common Common Ridgeland Market Farmers’ ( / mi / . km)
Visitors Center Forest Garage Common Ridgeland Market Farmers’ ( / mi / . km) The original structure was quite small. The home Visitors Center Forest Garage The Home and Studio Museum Shop is currently located The original structure was quite small. The home The Home and Studio Museum Shop is currently located was extensively remodeled in , when among other in the East end of the building, and carries most of the was extensively remodeled in , when among other Lake St. in the East end of the building, and carries most of the changes the kitchen was enlarged and converted to a Lake St. extensive Frank Lloyd Wright, Prairie and Arts & Crafts changes the kitchen was enlarged and converted to a extensive Frank Lloyd Wright, Prairie and Arts & Crafts dining room, the upstairs nursery was expanded and related products available at ShopWright.org dining room, the upstairs nursery was expanded and related products available at ShopWright.org YOU ARE HERE converted for use as Catherine's dayroom, and the YOU ARE HERE converted for use as Catherine's dayroom, and the Children's Playroom and a new kitchen were added to Hemingway Sites Children's Playroom and a new kitchen were added to PERMITS GARAGE RATES Unity Temple Hemingway Sites the back of the house. A second major addition was PERMITS GARAGE RATES Unity Temple the back of the house. A second major addition was A sprite located at the FLW Home and Studio made in , when the Studio and Connecting A sprite located at the FLW Home and Studio (. mi/. km) made in , when the Studio and Connecting (. mi/. km) Corridor were built. In the Studio, Frank Lloyd Wright North Blvd. Corridor were built. In the Studio, Frank Lloyd Wright North Blvd. and associated architects like Walter Burley Griffin and North Blvd. and associated architects like Walter Burley Griffin and North Blvd. sculptor Richard Bock advanced the Prairie School of sculptor Richard Bock advanced the Prairie School of Oak Park (Metra) Oak Park (Metra) Frank Lloyd Wright c. Architecture and designed many notable structures, post your photos on Frank Lloyd Wright c. Architecture and designed many notable structures, SHARE YOUR VISIT post your photos on Oak Park Ave. including the Robie House, Unity Temple, the Laura SHARE YOUR VISIT Instagram #flwtrust Oak Park Ave. including the Robie House, Unity Temple, the Laura to hour & Sunday Free Instagram #flwtrust Gale home, and the Larkin building. After , the to hour & Sunday Free Harlem/Lake South Blvd. Gale home, and the Larkin building. After , the Harlem/Lake South Blvd. Studio was converted into a residence for his wife and Studio was converted into a residence for his wife and South Blvd. Shops and Dining the younger children. In , the structure was South Blvd. Shops and Dining the younger children. In , the structure was handed over to the National Trust for Historic handed over to the National Trust for Historic (. mi/. km) Preservation. (. mi/. km) Preservation. Pleasant St. to . hours $. Pleasant St. to . hours $. The Home and Studio was declared a National Historic The Home and Studio was declared a National Historic Pleasant St. Landmark in , and has received the American Pleasant St. Landmark in , and has received the American Pleasant Institute of Architects' National Honor Award. It is Pleasant Institute of Architects' National Honor Award. It is Home LINGER LONGER owned by the National Trust for Historic Preservation, Home LINGER LONGER owned by the National Trust for Historic Preservation, Pleasant St. and has been restored, maintained, and operated as a Pleasant St. and has been restored, maintained, and operated as a . to hours . Mills Park Within a -minute walk, discovery plenty of museum by the The Frank Lloyd Wright Preservation . to hours . Mills Park Within a -minute walk, discovery plenty of museum by the The Frank Lloyd Wright Preservation Trust. Every May, the Frank Lloyd Wright Preservation dining, shopping, entertainment, architectural, and Trust. Every May, the Frank Lloyd Wright Preservation Trust hosts a housewalk of the home and studio and public space gems. Trust hosts a housewalk of the home and studio and public space gems. various private homes. various private homes. Text “Linger” to () - for a listing of Oak Park High School Text “Linger” to () - for a listing of The Home and Studio Museum Shop is currently located to . hours . neighborhood attractions and special offers. The Home and Studio Museum Shop is currently located to . hours . neighborhood attractions and special offers. in the East end of the building, and carries most of the in the East end of the building, and carries most of the extensive Frank Lloyd Wright, Prairie and Arts & Crafts and Athletic Fields extensive Frank Lloyd Wright, Prairie and Arts & Crafts related products available at ShopWright.org (. mi/. km) related products available at ShopWright.org Clinton Ave. Clinton Ave. Kenilworth S.
Home Ave. (. mi/. km) S. Maple Ave. S. Marion St. S. S. Grove Ave. Grove S.
Randolph St. Ave. Clinton Ave. Kenilworth S. Home Ave. S. Maple Ave. S. Marion St. S. Randolph St. Ave. Grove S. . to hours . Frank Lloyd Wright North Avenue Dining . to hours . Frank Lloyd Wright North Avenue Dining Home and Stuido Wonder Works Museum A sprite located at the FLW Home and Studio Home and Stuido Wonder Works Museum A sprite located at the FLW Home and Studio (/ mi / . km) ( mi / . km) Public Library (/ mi / . km) ( mi / . km) Arts District Oak Park Station Public Library Hemingway ( mi / . km) (. mi / . km) Hemingway ( mi / . km) (. mi / . km) (. mi/. km) Birthplace (. mi/. km) Ave. Forest Birthplace N. Marion St. N. Grove Ave. N. Grove
Forest Ave. Forest post your photos on N. Marion St. to hours . Ave. N. Grove SHARE YOUR VISIT post your photos on Spaces Available Ave. N. Kenilworth Instagram #flwtrust Harlem Blvd.
Spaces Available Ave. N. Kenilworth Instagram #flwtrust Harlem Blvd. Oak Park Ave. Park Oak Oak Park Ave. Park Oak
Ontario Ct. to hours . Ontario Ct. Ontario St. EXPLORE ON FOOT Ontario St. EXPLORE ON FOOT
Hemingway PAMPLONA, SPAIN Hemingway PAMPLONA, SPAIN post your photos on Ontario St. Museum Explore Oak Park’s Queen Anne wooden homes, dating from the s, in SHARE YOUR VISIT post your photos on Ontario St. Museum Explore Oak Park’s Queen Anne wooden homes, dating from the s, in SHARE YOUR VISIT Instagram #flwtrust the Ridgeland-Oak Park Historic District. Just min away and burn Instagram #flwtrust Austin the Ridgeland-Oak Park Historic District. Just min away and burn Holley Court Austin -day pass . Holley Court Gardens -day pass . (, mi) (, km) Garage Gardens calories. (, mi) (, km) Garage calories.
Scoville Scoville Famous worldwide for the annual running of the Formosa por todo el mundo para el funcionamiento Park Famous worldwide for the annual running of the Formosa por todo el mundo para el funcionamiento Lake & Park
Lake & Common Ridgeland Market Farmers’ ( / mi / . km) Visitors Center Forest Garage Garage fees are paid at automated pay stations Visitors Center Forest Garage Common Ridgeland Market Farmers’ ( / mi / . km) Garage fees are paid at automated pay stations bulls, Oak Park’s sister city Pamplona, features anual de los toros, Ciudad hermana Pamplona Lake St. bulls, Oak Park’s sister city Pamplona, features anual de los toros, Ciudad hermana Pamplona Lake St. which accept cash, coin and Visa, Mastercard & promeinently in Ernest Hemingway’s novel ocupó un lugar prominente en la novela de Ernest EXPLORE ON FOOT Unity Temple The Sun Also Rises. Hemingway Fiesta. Unity Temple The Sun Also Rises. Hemingway Fiesta. Erie St Explore Oak Park’s Queen Anne wooden homes, dating from the s, in Erie St Discover for payment. Explore Oak Park’s Queen Anne wooden homes, dating from the s, in North Blvd. North Blvd. North Blvd. the Ridgeland-Oak Park Historic District. Just min away and burn North Blvd. the Ridgeland-Oak Park Historic District. Just min away and burn Oak Park (Metra) Oak Park (Metra) calories. Austin Ontario St calories. GardensAustin Ontario St Harlem/Lake South Blvd. Gardens Scoville Dial () - to hear and excerpt Harlem/Lake South Blvd. Scoville Dial () - to hear and excerpt South Blvd. Park South Blvd. Park of a Hemingway novel YOU ARE HERE of a Hemingway novel YOU ARE HERE Pleasant St. Pleasant St. Marion St Grove Ave Forest Ave Forest Marion St
Pleasant St. Grove Ave Pleasant Pleasant St. Ave Forest Pleasant Ave Park Oak Home Ave Park Oak For more information on parking garages in Oak Park, Home
For more information on parking garages in Oak Park, Ave Kennelworth Oak Park For more information on parking garages in Oak Park, Pleasant St.
For more information on parking garages in Oak Park, Ave Kennelworth Oak Park Pleasant St. Public Library Mills Park Public Library contact Parking Services. Mills Park contact Parking Services. contact Parking Services. Lake St contact Parking Services. Erie St Lake St Erie St . . or e-mail [email protected] . . or e-mail [email protected] Austin Ontario St GardensAustin Ontario St Gardens Scoville
Scoville Ave. Clinton Ave. Kenilworth S. Home Ave. Park Maple Ave. S. Marion St. S. Randolph St. Ave. Grove S. Clinton Ave. Clinton Ave. Kenilworth S. Home Ave. Information is also available online at Information is also available online at Park Maple Ave. S. Marion St. S. Randolph St. Ave. Grove S.
www.oak-park.us/parking www.oak-park.us/parking Arts District Oak Park Station
www.oak-park.us/parking Marion St www.oak-park.us/parking Grove Ave Arts District Oak Park Station Forest Ave Forest Marion St
Grove Ave ( mi / . km) (. mi / . km) Forest Ave Forest ( mi / . km) (. mi / . km) Oak Park Ave Park Oak Oak Park Ave Park Oak
Kennelworth Ave Kennelworth Oak Park
Kennelworth Ave Kennelworth Oak Park Public Library Public Library Lake St Lake St 03 What about branding?
PLACE + BRAND
WE DO OUR BEST WORK AT THE CONVERGENCE OF PLACE AND BRAND.
Place branding is an ongoing process of defining the core distinguishing characteristics of a place, and expressing them in a specific and emotionally resonant ways to target audiences.
Visual identity, editorial approach, and marketing strategy are all components of the place brand, as is the lived visitor experience of a place.
*Adapted from the International Place Branding Association Oak Park seeks a two-pronged branding strategy. The first is to align multiple agencies around a message, and equipping them with the tools to disseminate it. That will require not only crafting a set of shared values and strategies, but clearing the way for interagency cooperation—both during the creative process and long after. The second is the external communication need, which is at the heart of this project. Together, we’ll assemble a smart marketing mix that reaches a target audiences of investors, developers, and travelers—from social media and organic programming to traditional tools such as advertising. PROCESS
BRANDING IS A VERB
We prefer to think of branding as an active, ongoing process. For a brand to feel authentic to a place, it has be continually nurtured and stewarded by a community of people.
Discovery and definitions Positioning Creative ideation Brand development
Design Implementation DISCOVERY AND DEFINITIONS POSITIONING
DISCOVERY AND DEFINITIONS CREATIVE IDEATION
POSITIONING
DISCOVERY AND DEFINITIONS VISUAL IDENTITY + MESSAGING
CREATIVE IDEATION
POSITIONING
DISCOVERY AND DEFINITIONS BRAND DEVELOPMENT
VISUAL IDENTITY + MESSAGING
CREATIVE IDEATION
POSITIONING
DISCOVERY AND DEFINITIONS BRAND “TOOLKIT”
BRAND DEVELOPMENT
VISUAL IDENTITY + MESSAGING
CREATIVE IDEATION
POSITIONING VISUAL ID MESSAGING MARK VOICE TYPOGRAPHY LEXICON PALETTE USE GUIDE PATTERN BRAND “TOOLKIT” COMMUNICATION GOVERNANCE STATIONERY BRAND MGMT TEMPLATES WORKFLOW PHOTOGRAPHY APPROVALS EVENTS 04 Branding process
Phase 1. Discovery & Definitions
5 WEEKS
Sasaki will review existing materials, such as peer city brands, and conduct interviews with key stakeholders and representatives of target audiences in order to determine the context for the branding effort. In preparation for the marketing program, the team will also immerse itself in market research. This body of understanding will lead to a set of positioning materials in the subsequent phase.
TASKS • Conduct analysis of existing research
• Lead one (1) “ground truth” session with staff, board, and selected stakeholders to validate research
• Conduct up to five (5) interviews with representatives of target markets or community influencers to understand external perceptions
• Audit existing communications strategies and materials to ensure future alignment
DELIVERABLES • Ground truth session
• Individual interviews
• Research summary
Phase 2. Positioning
3 WEEKS
Based on research and interviews conducted in previous phase, Sasaki will draft and present a positioning statement that defines the cultural context and marketplace and clearly defines Oak Park’s unique value proposition, supported by guiding principles that are central to the brand. Additionally, Sasaki will compile precedent studies that illustrate a range of visual approaches.
TASKS • Draft and present for client review a draft positioning statement, and gather feedback.
• Complete one (1) revision to finalize the position
• Present up to three (3) precedent studies, including from comparable markets, evoking brand look-and-feel
Phase 3. Creative ideation
5 WEEKS
Sasaki will proceed along a creative process aimed towards exploring conceptual visual identities, messaging frameworks, and marketing approaches for Oak Park. This phase will translate insights formulated in the previous task into two (2) alternatives, each with its own specific visual elements and messaging, supported by sample marketing applications.
TASKS • Refine the positioning into two (2) directions that include: »» public-facing brand story and message »» visual concept including typeface, color palette and mark »» prototypical applications, such as brochure spread or microsite page
• Select a single direction based on Client feedback
DELIVERABLES • Selection of a single conceptual direction
• Brand story and message
• Visual concepts
• Sample marketing applications Visual identity Concept Color Scheme Masterplan Meeting Report Report CONGRESS AVE, AUSTIN, TX
Concept Color Scheme CONGRESS AVE, AUSTIN, TX
Visual Strategy Messaging and lexicon
SOCIETY OF ARTS AND CRAFTS Applications
Marketing strategy
BURLINGTON
PLAZA PLUS
Urban gestures THE LAWN ON D
Phase 4. Brand Development
3 WEEKS
Sasaki will finalize the new brand identity, developing standards and strategy for individual components. Functioning as a “kit of parts,” these elements will be accompanied by a guideline document that will enable Oak Park agencies to to consistently communicate with key external audiences.
TASKS • Refine a single messaging and visual concept, including: »» Final artwork for logo and wordmark »» Color palette and typography »» Brand story and message »» Naming conventions and hierarchy, if desired
• Present recommendations for marketing campaign concept
• Develop guideline summary document
• Recommend priorities for implementation DELIVERABLES • Selection of a single conceptual direction
• Brand story and message
• Visual concepts
• Sample marketing applications NORTH JERSEY REGIONAL IDENTITY PROJECT TIMELINE: SEPTEMBER-DECEMBER 2016
September 2016 October 2016 November 2016 December 2016
discovery and definitions positioning creative ideation brand development NEXT PHASE
Design Implementation
Designing series of templates, marketing materials, and other print and electronic communications materials.