Case Studies: Creating a brand that appeals to everyone

Agency: VANGEL

Client: City of Columbia’s GetAbout Columbia initiative

Objective: VANGEL was assigned the task of sparking behavior changes that inspire the largest possible audience to include biking and walking in their lives in some way.

Strategy: Create a community-wide environment that heightens the potential to increase active modes of transportation, that is, travel other than by car, and allows more and more people to be open to change through inspiration, motivation, education and engagement.

Goal: Our primary goal as an advertising and communications firm was to create a compelling personality, or brand, for GetAbout Columbia that appeals to a very broad audience. The personality of this initiative was designed to accomplish two essential objectives: communicate the benefits of biking and walking to individuals and the community as a whole, and kindle an emotional attachment that promotes a lifestyle change in a way that relates to a wide variety of people.

Branding: In order to accomplish these goals, VANGEL developed a brand that is simple, friendly, welcoming and upbeat.  Original illustrations allow people of all ages and physical capabilities to imagine themselves biking or walking from point A to point B, regardless of their fitness or skill level.

The illustrations, by artist Stephane Barroux, are a mixture of paint, ink and pencil. Uncomplicated lines and lighthearted characters create a whimsical, imaginative environment that anyone in the community can be a part of. The overall message is one of a healthy, positive and playful approach to life.  It can represent a bike commute across town or a leisurely walk around the corner to visit a friend.  Print/radio/TV ads, Web site and collateral materials make it clear that GetAbout Columbia is for everyone.