Magnolia Living 2022 - 9

BRAND New
Creative Team Brings Visual Identity
IF WE SAY COCA COLA, what comes to mind?
What about Nike, Apple or Harley Davidson? Are you
focused on the products made by these companies
or are you thinking of their logo? Companies spend
millions of dollars creating brand awareness
so that consumers will remember them.
However, some people confuse Branding
with Brand Identity. The Brand is
the relationship the company or
organization has with the public.
Branding is the process of building
awareness and ultimately loyalty.
Brand Identity is what you see or
the design of the brand. It's what
many people refer to as a logo or
graphic design.
Recently, the City of Magnolia
went through a process of creating a
new brand identity. This development
took several weeks to insure that the new
look was right for the community.
Sarah Melby, associate creative director at Thrive,
Inc., says the branding consultancy process is
fundamentally composed of three parts: Brand
Discovery, Brand Identity, and Brand Application.
" We always begin with a creative brief workshop
with stakeholders where we walk through the current
context and future goals of the city, " says Melby.
" This not only gives us accurate knowledge to build
upon but also promotes ownership of the project from
the outset. Through the process, we engage a team
to guide the brand creation and provide consistent
feedback to ensure the creation of a compelling visual
identity system. Once the brand mark or logo has been
established, we begin the process of applying the
new brand to relevant materials, " she says.
According to Ellie Baker the project
was a partnership between University
of Central Arkansas, Entergy
Arkansas and Thrive, Inc. Thrive,
Inc. is a community-centered
graphic design nonprofit that
revitalizes organizations and
communities through rebranding
while engaging youth leaders to
effect community change. Local
team members assisting with the
process included: Bonnie Keith,
Denesia Jamerson, Chris Ludwig, Micki
Mitchell, Christy Ouei, Steve Crowell,
Jenni Marie Whitehead, Ellie Baker, Allison
Schultz, Andrew Moffett, Steve Nipper, Jeff Venable,
Chris Wasson and David Nelson.
" The community members from Magnolia were great
clients. They engaged with us in a truly meaningful
and thoughtful way that showed trust in the creative
process. This resulting logo and brand identity is
evidence of great local leadership and a unified team, "
says Wil Staley, executive Director and founder of
Thrive, Inc.
MAGNOLIA LIVING 2022 9

Magnolia Living 2022

Table of Contents for the Digital Edition of Magnolia Living 2022

Magnolia Living 2022 - 1
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