In late 2016, the Chicago Cultural Alliance, a consortium of over 35 community and ethnic museums and institutions across the city of Chicago set out to create an innovative program known as Inherit Chicago. This program was a collaborative month-long festival made up of various events across the city’s neighborhoods and ethnic communities. Their greatest challenge was to present this festival beyond their own communities and to reach out broadly among cultural consumers to see value and to participate. They came to LimeRed to develop a strategy to engage the public and to design and identity that can unify their members and energize audiences to attend.
LimeRed was a pleasure to work with on our first-of-its kind festival, Inherit Chicago. They helped draw out the best in us and greatly assisted us with our branding and messaging strategy. They are easy to work with and extremely thorough. They are masters of their craft and will be thoughtful and think outside the box. - Chicago Cultural Alliance
Who are our audiences? How do we position ourselves so these audiences see value in what we offer? How should we present ourselves? How do we differentiate ourselves from other city festivals and programs? These were among many questions we explored in a series of workshops starting with Brand Strategy. These sessions focused on audience and position mapping and group analysis to help shape the brand and direction for identity design.
Once we were able to define audiences and general brand guidelines through our workshops, we continued to to develop a message map to help frame their narrative across various audience groups. These message maps were then refined and used to create basic talking points and direction for their public relations and marketing communications teams in the following months.
Finally, we used the brand guides and analysis to inform the design of their festival logo and general style guide. The final design celebrates their key personality styles including Gritty and Real in appearance; Warm, Welcoming and Illuminating in Approach; Creative and Spirited in Action; and Thought-provoking and Knowledgeable about the world.
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