Historical Society

1.Project Objective My goal is to honor the heritage and purpose of the LaCrosse Historical Society while also bridging the gap between the traditional older generation and younger generations.

2.Research I've learned that a lot of historical societies seem to be branded in an almost "matter of fact" way. They convey "old" and "dignified" if they bother to brand it at all.

3.Concept and Sollutions My idea is to achieve a fusion of the classic elements with fresher more exciting ones to hopefully expand the brand to a younger generation as well. To this end I will incorporate some brighter colors as well as a call of urgency to be more active in the pursuit of the goals.

4.Brand Message History Happens All the Time

5.Target Market Old, younger adult, educated, nostalgic, energetic, protective, local, hipper, LaCrosse

I went through a number of ideas getting into the logo and feel of the brand. I started by sketching out a rough logo idea and gave it a color treatment that closely approximated my impression for the overall feel I wanted to go for. From there I played with different fonts, colors and arrangemts until I got it where I wanted it to be.

The brand standards needed to walk a certain line between new and classic to breath new life into the concept but still honor the tradition, which in this case is crutial.

Since institutions like this benefit a great deal from literature I saw it as natural to start with a brochure. For this I researched different eras of the city of LaCrosse's history to find photographs that reflect the rich progression of things intrinsically identifieable with the area.

Next up was a mock up, using the elements I'd already established with the brochure, of a monthly events poster to help promote awareness of the numerous offerings that the institution rotates and needs to draw awareness for.