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DEVELOPMENT OF A PUBLIC-FACING COMMEMORATIVE BRAND THAT REPRESENTS THE COMMONWEALTH OF VIRGINIA AND BEYOND
In November of 2017, Howell Creative Group was chosen as the RFQ winner and was hired through the state as the official graphic design partner for Virginia’s 400th Commemoration of 1619. It was then that the Howell team embarked upon the development of a compelling, memorable and award-winning brand for the 2019 Commemoration and was honored to work with the Jamestown-Yorktown Foundation and its American Evolution program.
Strategic Brand Development
The Howell team attended strategic partner planning meetings, which led to the development of branded creative marketing materials. We created more than 100 custom designs that launched the Commemoration and unfolded a series of programs, events and projects that built awareness and reinforced Virginia’s leadership in education, tourism and economic development.
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The Process
Howell Creative Group developed a strategic and formal public-facing brand identity. We began the process with a collaborative concept evolving into the development of hand-drawn sketches. The foundation for all of Howell’s creative development includes multiple team critiques where sketches are reworked and revised. Every commemorative design followed this process and was constructed to be unique yet uphold the original brand standards.
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The Result
Howell Creative Group developed more than 100 uniquely branded interlaced designs that included, but was not limited to 10 logos, 3 annual reports, 12 programs and brochures plus 1 sponsorship marketing pocket folder with 20 sales inserts that generated over $2 million in financial support. When the American Evolution program concluded, we developed a 348-page Steering Committee Report documenting the Commemoration from start to finish, with a distribution of over 1,200 copies.
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“The 2019 Commemoration, American Evolution contracted Howell Creative Group to develop graphic design elements that amplified the historical events of 1619 and attracted audiences using a contemporary ‘look and feel.’ Howell Creative Group did an exemplary job bringing the numerous aspects of the Commemoration into a cohesive portfolio to communicate the brand messaging.”
Kathy J. Spangler
Executive Director
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