Two Rivers, WI
Helping the community rediscover its spirit.
Two Rivers, a small Wisconsin town on the shores of Lake Michigan, was built on commercial fishing and the success of the Hamilton Manufacturing Company. But when the factory closed, many believed the town was dying. We were hired by the City to help reenergize the community with an identity for the new version of Two Rivers.
Role
Senior Strategist
Skills
Brand Strategy
Copywriting
Implementation Strategy
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The process.
2 week-long trips to get to know the community and absorb its culture
13 focus groups
1 public meeting
Community survey
Brand workshops
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The problem.
From the outside, since the Hamilton factory shut down, it seemed as if the town was dying, and that attitude was affecting its perception.
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The realization.
The town wasn’t dying, and it didn’t need some big industry to come and save it. In fact, Two Rivers has a rich history of entrepreneurship and creativity. Hamilton is part of its legacy, but there are new business owners forging their own paths.
The strategy.
Timeless and True.
Through public engagement, it became clear that the brand’s story was all about being timeless & true. We wanted the brand to inspire the community to remain true to its past while reinventing its future, so it always needs to communicate these two things:
Timeless
This speaks to both old things that last forever but also to new things created in a timeless way. Timeless things are simple, quality, and always in style but never trendy. They have character without being flashy. They are true to their purpose.
True
The lake and view in Two Rivers is always changing — day to day and hour to hour it’s always different. The city is also changing. Two Rivers can embrace and be more comfortable with change because its sense of timelessness allows the community to remember who they are and where they came from. They look to their past for inspiration and guidance, and while the city may change, Two Rivers will remain true to who they are.
The advertising idea.
True to _______.
True to Two.
The messaging framework is all about telling the brand story of Timeless & True.
The blank can be filled in by variety of words or phrases as they apply to the subject matter. This allows the campaign to maintain a sense of consistency while speaking to multiple audiences. The phrase “True to Two” is a rallying cry for the brand that can be used as a headline, subheadline, hashtag, or even be worked into the copy. It accurately reflects the brand story and is memorable, encouraging adoption by residents, visitors and businesses alike.
