A New Iconic Brand
What could be the most exciting and intimidating call you get in your life? The one to congratulate you on being awarded the job of creating a place brand for the county that houses one of the most iconic and most visited places on earth.
Sparking economic development with a place brand.
If you’ve never visited Yosemite National Park, you probably hadn’t heard of Mariposa County. Well, that’s according to our research. Mariposa County wanted to grow, but in all the right ways. They wanted more residents to bring their businesses or even open new ones. But where were they going to find these folks? Who was the best candidate to move there? Why would they move there and when? These questions and more were on the minds of the County’s leaders and exactly where we started our strategic work. From there, it was all about execution and creating an image that celebrated their pioneer history, demonstrated their culture today and placed them into a more modern context.
What We Did
> Perception research with 750 respondants
> Qualitative research in the county
> Identified target audience (dads between 25-40)
> Visual strategy for the county identity
> Primary county marketing logo
> County badge
> Supporting marketing seals and graphical elements
> Official County Seal (county correspondence)
> County marketing tagline set
> Identity guides for marketing and official county brands
A few pics from our research visit
The new brand
We started with strategy
and where we ended up was a wildly robust identity for a county who is as diverse as they get – economically, environmentally, socially, politically and more. On October 15, 2019 the County board of supervisors unanimously voted to adopt all aspects of the new place brand bringing unifying a wonderful community under a common identity.
“Mariposa County is thrilled with the products we received from yogg. Their team was easy to work with and followed a professional process to understand our community and our target markets. While working with County staff and a local advisory committee, they design a brand package that resonated with our market and made us proud of our community. We are excited to implement the brand package yogg helped us design.”
“As the economic development specialist for Mariposa County who was charged to create a new brand for the jurisdiction, I am pleased with our decision to hire yogg, LLC, after a thorough procurement process. From start to finish, yogg was professional, cognizant and sensitive to issues that affected our community. Best yet, the team at yogg created a brand that will be used to help our county be recognized in a very modern, professional way. On behalf of Mariposa County and the Place Branding Advisory Committee, thank you to the entire yogg team for their attention to detail and professionalism throughout the process.”
How can we help your community?
If your circumstances are similar to Mariposa County, we’d love to her from you. Please take a moment to fill out the form below and we’ll connect.