Positioned former Army base for growth as an evolving, exciting and unique tourism destination and community
The Howell team was recruited to engage the public and create a compelling brand capable of marketing Fort Monroe, VA, as a place for business, residents, visitors and more. As Fort Monroe’s life as a military installation came to a close, our team stepped in to open new doors and capitalize on the sense of place, recognizing the Fort’s exceptional history, which in many ways, helped to shape our young republic.
The Brand Engagement Process
The pressure was on as fiefdoms of stakeholders waited to see how Fort Monroe would take shape as a newly formed political subdivision of the Commonwealth. The property that was once a strategic Army fortress guarding the mouth of the Chesapeake Bay was now available to the public and its next phase of life was wide open. To kick off the branding process, the Howell team carefully engaged the public to survey and test different logos and messaging directions, and employed quantitative and qualitative opinion research.