OVERVIEW
Recently, the Town of Breckenridge sought to expand its visitor base and associated economic development by broadening the town’s appeal in cultural tourism. It invested significant monies to develop a distinct downtown district to locate cultural arts assets such as arts venues, heritage environments, performance centers and public art.
In addition, it created a division within city government to lead the arts initiative. Arts management wanted the creative district to differ in focus, programming and personality from other resort mountain town destinations, such as Vail, Telluride and Aspen. Barnhart was selected to help build, design and market the new arts offering, thereby promoting the community as a leading year-round arts destination.
BARNHART DEVELOPED A COMPLETELY NEW BRAND, BRECK CREATE, ALONG WITH AN IMAGE THAT CONVEYS NOT ONLY THE TOWN’S CULTURAL OFFERINGS, BUT ITS BEAUTIFUL GEOGRAPHIC SETTING AS WELL.
IN THE FIRST SIX MONTHS OF THE NEW SITE’S LAUNCH, BRECK CREATE COUNTED MORE THAN 48,000 UNIQUE VISITORS, 170,000 PAGE VIEWS, AND 34,000 FACEBOOK ENGAGEMENTS.
AS PART OF THE BRAND IDENTITY, WE PRODUCED A PROPRIETARY ICON SYSTEM TO HELP VISITORS NAVIGATE THE DISTRICT’S MANY CULTURAL OFFERINGS, BOTH ONLINE AND IN THE TOWN ITSELF.
A PRINT AND ONLINE CAMPAIGN WAS PRODUCED TO FURTHER SUPPORT THE LAUNCH OF THE NEW BRAND AND TO GENERATE BUZZ IN ANTICIPATION OF THE DISTRICT’S OPENING.
