BRAND DEVELOPMENT | ART DIRECTION | DESIGN
Rebranding Springfield, MO: Elevating a Historic Destination for Modern Travelers
As the “Birthplace of Route 66,” Springfield, Missouri holds a unique place in American road trip culture. But beyond its historical significance, Springfield is a vibrant college town that blends small-town charm with big-city amenities. The challenge was to reposition the city’s brand to reflect its evolving identity—balancing nostalgia with a fresh, modern appeal to attract today’s travelers.
Strategic Approach:
Brand Positioning & Narrative Development: While Springfield has long been associated with “Life’s Simple Pleasures,” the rebrand aimed to go deeper—highlighting the city’s trendiness, cultural offerings, and natural beauty while maintaining its approachable, welcoming spirit.
A Cohesive Visual Identity: The new brand system extended across all channels, ensuring consistency in print, digital, and experiential touchpoints. A refreshed brand style guide provided clear direction for everything from typography and color palettes to photography and motion graphics.
Content Innovation: To bring the brand to life, we introduced cinemagraphs, blending photography and subtle motion to create dynamic, engaging visuals that stood out in tourism marketing.
By integrating modern storytelling with strategic brand development, the Springfield rebrand successfully repositioned the city as more than just a historic stop on Route 66. It’s now a must-visit destination that offers both nostalgia and contemporary experiences—proving that life’s simple pleasures can still be exciting. (click to expand)