THE TRANSFORMATIVE POWER OF OPTIMISM
In 2015, a group of forward-thinking local leaders from Walker County (a rural blue-collar community in Northwest Alabama) hired us to develop, and launch, a brand that embodied the county’s spirit. Which posed an interesting challenge.
On one hand, few communities anywhere enjoy the level of local pride, involvement and support found in Walker County. On the other, the county also has a legacy of negativity that remains strong among a small but vocal segment of its population.
All of which led us to develop a messaging strategy, and identity campaign, that reflected the community leaders' sense of optimism — while subtly inviting Walker County’s proverbial naysayers to reconsider their perspective, moving forward.
