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S a V a Ge Sol Utions BUILDING CREEK OAK OF CITY - SOLUTIONS SAVAGE OAK CREEK SAVAGE SOLUTIONS - CITY OF OAK CREEK OAK OF CITY - SOLUTIONS SAVAGE STRIKING A BALANCE When the time was right for the City of Oak Creek to rebrand, they looked to Savage to help them design a fresh concept and marketing plan. Gathering insight from community leaders and residents, we found ourselves immersed in the strength of Oak Creek’s community and their connectedness to nature - elements that ultimately shaped their new brand. Oak Creek has exceeded expectations by building a beautiful City Hall and developing a prosperous downtown district, managing to strike a perfect balance with all the energy of a city and the right amount of country charm. 1 SAVAGE SOLUTIONS - CITY OF OAK CREEK OAK OF CITY - SOLUTIONS SAVAGE A CITY AWAKENS Located along a stunning lakefront and just ten miles outside of the Milwaukee metropolis, Oak Creek was in the perfect position to become a bustling destination. Yet for years it remained quiet, barely noticed by passersby. But the people of Oak Creek have a vivacity unfound anywhere else. They’re passionate about supporting their local businesses, schools, and sports teams; and they’re eager to share the best parts of their community with friends they haven’t yet met. With the recent emergence of new events, they realized it was time for their once sleepy little community to get a fresh new look to start the conversation about all the new things that were happening. 2 MAKING HISTORY ALREADY BEING You might guess that there were multiple agencies vying for the THE CREEK OAK OF CITY - SOLUTIONS SAVAGE opportunity to rebrand Oak Creek. There weren’t. MAYOR’S Plot twist: Oak Creek had Savage pegged as their champion from the get-go. Familiar with Savage’s work on projects like Gateway to Milwaukee and Aerotropolis Milwaukee, Director of FIRST Community Development Doug Seymour knew we’d be up to the challenge of a community rebrand. Then Mayor (now WTMJ radio host) Steve Scaffidi actually had a resolution passed to veto the RFP process so we could cut to the chase and get to AND ONLY work. It was the first time in Wisconsin history that something like that had ever been done. CHOICE, THINGS WERE OFF TO A PRETTY GOOD START. 3 A NEW LOGO FOR A NEW ERA With energy rising in Oak Creek, it was evident the city was entering a new era. It needed a new logo to communicate that. We conducted extensive focus groups comprised of residents and community leaders to find out what it was they loved about Oak Creek. Inspired, we returned to Savage HQ, turned on the coffee pot, and got to work with conceptualizing and design. The end result? A beautiful SAVAGE SOLUTIONS - CITY OF OAK CREEK OAK OF CITY - SOLUTIONS SAVAGE blend of strength and community, visualized in three elements: An oak leaf representing the city’s strength and connectivity to nature. Water symbolizing the city’s connectivity to Lake Michigan. An enclosed circle showing the city’s inclusive and connected community. The logo’s color palette also consists of three elements: dark blue, light blue, and green. The blues are both fresh and strong while the green oak leaf symbolizes rejuvenation and growth. Once the new logo was approved by the common council, our graphic designers started creating city collateral, signage, billboards, and promotional items. Our digital team also built a website for residents and prospective visitors to check out upcoming events! 4 FROM QUIET LITTLE COUNTRY TO CREEK OAK OF CITY - SOLUTIONS SAVAGE BUSTLING CITY CENTER. THE BEST IS YET TO COME Now that we had a fresh new logo, as well as a thorough understanding of what Oak Creek had to offer and their aspirations moving forward, we created our brand launch video showing the potential for Oak Creek as a thriving destination for retail and tourism. With clean, energetic graphics, we showed where Oak Creek was and where it was going, from quiet little country to bustling city center. In addition to our brand launch video, we also went out on location to film documentary-style videos of council members and community members interacting, such as Mayor Steve learning to play the guitar at a local music store. Oak Creek really is an inclusive community, and the people were happy to share that part of their world with us. 5 UNDER-PROMISE, OVER-DELIVER The City of Oak Creek made some pretty lofty promises during their rebrand, and so far, they’ve delivered on all of them. In fact, they’ve over-delivered. They moved their City Hall and developed the Oak CREEK OAK OF CITY - SOLUTIONS SAVAGE Creek Civic Center which includes the beautiful, state-of-the-art Oak Creek Library and City Hall in the heart of their new downtown retail district, Drexel Town Square, where they now hold sixteen unique events per year, to include movie nights, Dog Days at Drexel, Winter Fest, Fall Festival, and many more. In addition to their annual events, the middle 20 acres of the 85-acre site is also home to the Oak Creek Farmers’ Market where market-goers can purchase fresh, local produce and experience live, family-friendly entertainment. Drexel Town Square is indeed a rare example of a community building a downtown area after the city has already been established. With apartments and condos, dozens of retail locations and restaurants, and year-round amenities like the splash pad, outdoor amphitheater, and skating rink, the square enjoys a year- round buzz of energy. “We’ve done so much!” says Kristin Craig, Marketing Specialist for the Oak Creek Tourism Commission. As it turns out, the fact that her position now exists is a testament to the city’s dedication to their rebranding mission. “Kudos to us,” she says. “There were a lot of people saying we didn’t need a tourism commission. But we changed their minds.” The naysayers changed their minds, of course, when they saw the events that Oak Creek was curating to promote the city as a viable destination for visitors. Kristin also notes, “Discover Wisconsin, Around the Corner, and ESPN all came to us. They want to feature Oak Creek.” With the city becoming the home of Wisconsin’s first IKEA store, not to mention a handful of other large department stores, one might think the once quiet city to be on the brink of becoming a metropolis. The beauty of Oak Creek, however, seems to be the balance it maintains between its urban innovations and rural roots. 6 THE RIGHT PLACE AT THE RIGHT TIME Six years have passed since the launch of the city’s fresh new CREEK OAK OF CITY - SOLUTIONS SAVAGE brand, and Oak Creek and Savage look forward to continuing working together. “We choose Savage because, from day one they helped us to recognize the power of branding and the potential it held for a progressive community like Oak Creek,” says Doug Seymour. Their creative thinking, innovative execution and tireless advocacy elevated our community image to a whole new level. “We view them as partners to everything we do and we couldn’t be happier with the work, but more so for the relationships we have developed over the years.” We’re grateful for Oak Creek’s partnership, too. “It’s rewarding to us that they’re pushing their city forward,” says Cory. Kristin, who Cory defines as the ultimate brand ambassador, has outlined new goals to attract visitors from across the state to enjoy all that the city has to offer, and she admits that community rebranding isn’t for everyone. “I think cities should wait for the right time,” she says. “If they’re looking to put in new development and create new things, yes; but if they’re looking to stay the same, maybe not. It depends on their council and their vision for the future.” We’re confident in Oak Creek’s ability to implement whatever developments they have planned next, and looking forward to all of the coming year’s events! 7 .
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