In 2023, the Wayne County Ohio Tourism Department partnered with Simpleview to develop a new brand and website to promote the tourism in the county more effectively. The existing logo was considered outdated and failed to embody the region's diversity and unique personality. The primary goals were to modernize the brand’s visual identity, maintain the county's rural charm, highlight balanced growth, and enhance the overall user experience across all platforms.
My Role: Art Director
As the Art Director, I led the preliminary discovery trip to Wayne County with a small project team to immerse ourselves in the destination and understand the client’s vision. I collaborated closely with the lead designer to establish the visual narrative and design direction through moodboarding, exploration, and refinement. Additionally, I managed project timelines, facilitated communication between internal and external stakeholders, and ensured that both the visual identity and website design met the client’s technical and aesthetic requirements.
Key Objectives
- Modernize Brand Identity: Refresh the visual look to replace the outdated logo and better represent the county’s diversity and personality.
- Maintain Rural Identity: Preserve the rural charm and close-knit community feel of Wayne County.
- Promote Balanced Growth: Showcase the county’s smart growth initiatives without over focusing on the downtown area of Wooster.
- Highlight Key Attractions: Feature Wayne County’s multifaceted attractions, including agritourism and micropolitan elements.
- Ensure Flexibility: Create a strong and adaptable brand identity that stands out among other regions and can be easily applied across various platforms and use cases.
Design Strategy
- Immersive Discovery Trip:
- Traveled to Wayne County with a project team to experience the destination firsthand.
- Engaged with key stakeholders to understand the community’s essence and client’s goals.
- Identifying Key Pillars:
- Slower-paced
- Vibrant
- Idyllic
- Multi-faceted (Modern and Traditional)
- Agritourism
- Micropolitan
- Peaceful
- Visual Identity Development & Brand Application:
- Centered around hometown pride and regional authenticity.
- Drew inspiration from sports team logos, vintage industrial/agricultural graphics, and badge/stamp designs.
- Utilized strong typography and a versatile color palette inspired by downtown Wooster, iconic barns, farmland, and rolling hills.
- Ensured the visual identity was flexible for various applications, including website, social media, print collateral and promotional merchandise.
- Website Overhaul:
- Developed a user-friendly website with cohesive brand implementation.
- Focused on ease of use, consistent design execution, and creating a platform to seamlessly promote partners and destinations to potential visitors.
Outcome
The rebranded Visit Wayne County identity successfully modernized the organization’s visual presence while preserving its rural charm and community spirit. Key achievements include:
- Brand Success: The new visual identity received positive feedback for its authentic and modern representation of Wayne County.
- Website Approval: The redesigned website was approved with only minor adjustments, significantly improving the county’s online presence and user experience.
- Strong Client Relationship: The project’s success was attributed to deep relationship building, a comprehensive understanding of client needs, and excellent collaboration within the project team.
The project delivered a flexible and adaptable brand and website that effectively promotes Wayne County as a diverse and vibrant destination, setting it apart from other regions and supporting ongoing promotional efforts and future growth.
