Development of Creative Executions for America's Byways
Several underlying thoughts should be supported by all creative executions for America's Byways. They are:
- Slow down and savor things along the way.
- Reconnect.
- Celebrate the differences.
- Think about who or what was here before.
In creative executions, tangible expressions of the America's Byways brand would be:
- Use of somewhat muted colors to invoke nostalgia
- Use of clean, classic typefaces as opposed to flowery or futuristic fonts
- Use of snapshot-like photographs instead of illustrations or high-contrast photos
- Use of minimal, evocative copy that strikes an emotional chord with the reader
- Use of a clean, inviting layout, perhaps in a diary or travel journal type of format.
The America's Byways Brand Family
Examples of what would seem to be a part of the America's Byways brand family:
- A brochure with a nostalgic look and feel
- An ad inviting travelers to take time out to explore your unique byway and discover its story
- A welcome center display that looks like a scrapbook of your byway's history
- A website home page that celebrates your byway's surprises and delights
- A video that feels like a home movie from a Baby Boomer's childhood
Examples of what would not seem to be part of the brand family:
- A brochure with fluorescent colors or with a futuristic concept
- An ad that positions your byway as a quick and inexpensive way to travel
- A welcome center display that captures your byway's features but not its spirit
- A website home page that does not make an emotional connection with your audience
- An MTV-like video with quick cuts and techno graphics
