Florence Center

Project Scope
Brand Strategy
Brand Identity
Digital Design
Print Design
Environmental Design
Advertising

After the Florence Civic Center underwent a $16 million renovation and expansion to reposition the facility as a multi-functional, regional economic driver, it needed to reintroduce itself locally, regionally and nationally.

Located at the mid-point between New York City and Miami, and with more than 75,000 square feet of multi-purpose space and a 10,000 seat arena, the facility needed a brand strategy that shed the small-town connotations that come with the civic center label and allowed it to compete for national exhibitions and conventions, while still remaining a viable option for smaller, local events. After investing millions into improvements to entertain new local and national business opportunities, the facility faced the real possibility of not being recognized as player in either market.

We developed the positioning statement "We're at the center of what's happening" to work in sync with the facility’s new name, the Florence Center. We designed all of the brand elements to communicate the center's three primary areas of focus: business meetings and conventions, local social events and live entertainment. To help the center's in-house marketing staff consistently grow the brand going forward, we developed a comprehensive brand guide that specified how to best apply the various graphic elements that make up the brand identity.

The new brand positioning produced immediate results, with two national event signings and an increase in local bookings in the first six months.