Crafting Momentum: A Visual Identity for Sacramento's Growth
The Momentum campaign, crafted for the Greater Sacramento Economic Council (GSEC), aimed to showcase the significant growth and success of the Greater Sacramento region, emphasizing the economic momentum driven by data, developments, and industry innovation. Joint Medias was tasked with creating a style guide that would serve as the foundation for all campaign materials, ensuring a cohesive and impactful visual identity.
Design and Creative Direction
Our approach was to develop 2-3 look/feel directions for the campaign that adhered to GSEC’s established brand guidelines while introducing unique elements to amplify the campaign’s core messages. These directions included:
- Typography: Selection of a dynamic typeface for headlines that embodies the concepts of momentum and innovation.
- Color Palette Expansion: Introduction of additional colors to complement the existing brand palette, aimed at enhancing visual impact and versatility.
- Photo Treatments: Development of distinctive photo treatments for both black and white and color imagery, reflecting the campaign’s themes of limitless potential and high impact.
- Graphic Motifs and Patterns: Creation of unique patterns and graphic motifs that visually represent the region’s growth and the cutting-edge nature of its target industries.
Campaign Assets Developed Using the detailed style guide, we designed and produced a variety of assets to support the campaign’s multichannel rollout:
- Landing Page: A dedicated landing page on the GSEC website, serving as the campaign’s digital hub.
- 60-Second Overview Video: A compelling video providing a high-level overview of the market’s key players, crafted to align with the campaign’s energetic and forward-looking vibe.
- Swag: Fun, campaign-themed socks, incorporating the newly developed motifs to engage and delight the target audience.
- Blog Posts: A series of blog posts designed to delve deeper into the campaign’s key messages and showcase the region’s innovation and growth.
- Testimonial Videos: Videos from regional companies, sharing their success stories and the impact of the region’s economic environment on their growth.
- Digital Ads and Email Newsletter: A suite of digital ads and an email newsletter, all designed to spread the word about the Greater Sacramento region’s opportunities and to drive engagement with the campaign.
Impact The Momentum campaign successfully communicated the key messages that innovation is flourishing in Greater Sacramento, inviting investment into a region poised for transformational growth. With a focus on the future of work and a commitment to becoming a leading market for diverse talent, the campaign positioned Greater Sacramento as the California Option for business—not just an underdog, but a dark horse poised for success.
Our comprehensive design and creative direction ensured that every touchpoint of the campaign resonated with the target audience, from decision-makers in key industries to national site selectors and media outlets, driving home the message of Greater Sacramento’s limitless potential and high impact.