BUILDING SAVAGE SOLUTIONS - CITY OF OAK CREEK OAK CREEK SAVAGE SOLUTIONS - CITY OF OAK CREEK 1

A BALANCE A STRIKING STRIKING developing a prosperous downtown district, managing to strike a perfect a perfect to strike district, managing downtown a prosperous developing charm. country of amount the right and a city of the energy with all balance Oak Creek has exceeded expectations by building a beautiful City Hall and Hall building a beautiful City by expectations has exceeded Creek Oak to nature - elements that ultimately shaped their new brand. brand. new their shaped that ultimately - elements to nature Gathering insight from community leaders and residents, we found ourselves ourselves found we leaders and residents, community from Gathering insight connectedness their and community Creek’s Oak of the strength immersed in When the time was right for the City of Oak Creek to rebrand, they looked to looked they to rebrand, Creek Oak of the City for right was time the When plan. and marketing concept fresh them design a to help Savage SAVAGE SOLUTIONS - CITY OF OAK CREEK 2 A CITY AWAKENS CITY A they haven’t yet met. With the recent emergence of new events, they realized it was time for their once sleepy little sleepy once their for time was it realized they events, new of emergence the recent With met. yet haven’t they happening. were that things the new about all conversation the start to look new fresh a get to community perfect position to become a bustling destination. Yet for years it remained quiet, barely noticed by passersby. passersby. by noticed barely quiet, it remained years for Yet a bustling destination. become to position perfect local their about supporting passionate They’re else. anywhere unfound vivacity a have Creek Oak the people of But friends with community their of the best parts share to eager they’re and teams; businesses, schools, and sports Located along a stunning lakefront and just ten miles outside of the Milwaukee metropolis, Oak Creek was in the in was Creek Oak metropolis, the Milwaukee miles outside of ten and just along a stunning lakefront Located MAKING HISTORY ALREADY BEING

You might guess that there were multiple agencies vying for the THE SAVAGE SOLUTIONS - CITY OF OAK CREEK 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 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 SAVAGE SOLUTIONS - CITY OF OAK CREEK 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 SAVAGE SOLUTIONS - CITY OF OAK CREEK 6

UNDER-PROMISE, UNDER-PROMISE, OVER-DELIVER to mention a handful of other large department stores, one might one might stores, department large other a handful of mention to a metropolis. becoming of the brink be on to city quiet the once think it the balance be to seems however, Creek, Oak of The beauty roots. rural and urban innovations its between maintains Around the Corner, and ESPN all came to us. They want to feature feature to want They us. to all came and ESPN the Corner, Around Creek.” Oak not store, first IKEA Wisconsin’s the home of becoming the city With The naysayers changed their minds, of course, when they saw the saw they when course, of minds, their changed The naysayers viable as a the city promote to curating was Creek that Oak events Wisconsin, “Discover Kristin also notes, visitors. for destination rebranding mission. rebranding we people saying of a lot were “There she says. us,” to “Kudos minds.” their changed we But commission. tourism need a didn’t “We’ve done so much!” says Kristin Craig, Marketing Specialist for for Specialist Marketing Kristin Craig, says done so much!” “We’ve that her fact the turns out, it As Commission. Tourism Creek the Oak their to dedication the city’s to testament is a exists position now established. With apartments and condos, dozens of retail locations locations retail of dozens and condos, With apartments established. the splash pad, amenities like year-round and and restaurants, year- a enjoys the square rink, and skating amphitheater, outdoor energy. buzz of round local produce and experience live, family-friendly entertainment. entertainment. family-friendly live, and experience produce local a community of example is indeed a rare Square Town Drexel been has already the city after area building a downtown Fest, Fall Festival, and many more. In addition to their annual events, annual events, their to addition In more. and many Festival, Fall Fest, the Oak to is also home site the 85-acre of 20 acres fresh, purchase can market-goers where Market Farmers’ Creek Creek Civic Center which includes the beautiful, state-of-the-art Oak Oak the beautiful, state-of-the-art which includes Civic Center Creek retail downtown new their the heart of in Hall and City Library Creek unique hold sixteen now they where Square, Town district, Drexel Winter at Drexel, Dog Days nights, include movie to year, per events The City of Oak Creek made some pretty lofty promises during their their during promises lofty made some pretty Creek Oak of The City they’ve fact, In them. on all of delivered they’ve far, and so rebrand, the Oak and developed Hall City their moved They over-delivered. THE RIGHT PLACE AT THE RIGHT TIME

Six years have passed since the launch of the city’s fresh new SAVAGE SOLUTIONS - CITY OF OAK CREEK 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!

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