{"id":662,"date":"2018-10-05T22:05:10","date_gmt":"2018-10-05T22:05:10","guid":{"rendered":"https:\/\/www.thekingsenglish.com\/?p=662"},"modified":"2018-10-05T22:18:16","modified_gmt":"2018-10-05T22:18:16","slug":"does-your-brand-need-a-sense-of-place","status":"publish","type":"post","link":"https:\/\/www.thekingsenglish.com\/does-your-brand-need-a-sense-of-place\/","title":{"rendered":"Does your brand need a sense of place?"},"content":{"rendered":"
\"\"<\/a>

Design: Kat Lamp. Click to enlarge.<\/p><\/div>\n

Sense of place is key to a lot of brands. Especially when the brand IS a place, like Greensboro, North Carolina.<\/p>\n

Greensboro is a middling sized city grappling with challenges like most middling American urban centers. Marketing cities is a process of identifying strategic advantages and unique points of difference that give the location a personality…a sense of place.<\/p>\n

\"\"

\u00a9 Kat Lamp. All rights reserved.<\/p><\/div>\n

When Greensboro needed our help to appeal to young professionals, they presented a list of attributes that appeal to Millennials who have or seek good jobs and plan to start families.<\/p>\n

We love projects where we can collaborate with native talent and this one was an opportunity to put out a Bat Signal to Kat. Kat Lamp<\/a>, that is. She’s an amazingly talented illustrator with a whimsical style whose work is notably seen in musical promotions, including those of the similarly native musicians, The Avett Brothers.<\/p>\n

Greensboro needed a fun map that was more about personality than navigation. And it was going to be the center spread of a tiny little brochure that folded out to 17″ by 11″.<\/p>\n

\"\"

\u00a9 Kat Lamp. All rights reserved.<\/p><\/div>\n

The result is a marvelously not-to-scale pictographic depiction of the Gate City to promote key landmarks and destinations, but most importantly to brand Greensboro as a town that doesn’t take itself too seriously, in the usual manner of chamber of commerce grandiosity.<\/p>\n

Okay, so maps can be fun and pretty. But what if you need actually get somewhere?<\/h1>\n

Maps can still be fun and pretty.<\/p>\n

Downtown Greensboro is 99 blocks and like a lot of middling downtowns, it’s growing in the wave of new urbanism. So there’s beer and public art and food and beer and baseball and museums and beer.<\/p>\n

Art director Andy Kurtts and designer Tomas Lopez got inspired by the promotional art for the 1968 Olympic Games in Mexico City, credited to artist Lance Wyman<\/a>, to develop a functional, but fab, map to find your way around Downtown Greensboro.<\/p>\n

\"\"<\/a>

Click to enlarge. Design: Andy Kurtts, Tomas Lopez.<\/p><\/div>\n

The pictographs are there but it’s all integrated with a map that is not only to scale but superimposed by a dual-axis location grid that makes it easy to find specific destinations…and beer.<\/p>\n

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You can integrate fun maps with digital maps<\/h1>\n

For websites you can even integrate digital features for navigation. Check it out here<\/a>.<\/p>\n

\"\"<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Sense of place is key to a lot of brands. Especially when the brand IS a place, like Greensboro, North Carolina. Greensboro is a middling sized city grappling with challenges like most middling American urban centers. 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