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The original item was published from 9/16/2021 3:33:28 PM to 9/16/2021 3:34:39 PM.

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* Hampton City News

Posted on: September 16, 2021

[ARCHIVED] Hampton's new branding campaign earns top national award for "unique visioning project"

logo blue-crab-round-sea

Sept. 16, 2021 - The City of Hampton earned top honors in the nation for a new branding campaign launched last year. Judges for the City-County Communications & Marketing Association praised the "beautifully unique visioning project that surpasses all usual approaches to branding” when it awarded the 2021 Savvy Award for community visioning or branding among large cities.

"Wow! The Hampton team overcame great challenges and a long and deliberate process to develop its 'From the Sea to the Stars' brand and logo family,’ " judges noted. "They knew their community and came up with an incredibly unique way of showing it to the world. The creativity and innovation in this project is inspirational, especially to communities who struggle to figure out their 'one' standout feature - this project turns that concept upside down!”

As the oldest continuous community in English North America, Hampton has an abundance of standout features. Anne-Marie Dwyer, graphic artist for the city’s Marketing and Outreach Department, designed a system of icons that represent some of those features — a blue crab for the city once known as Crabtown; a pier shaped like an “H”; a launching star that represents both the nation’s first NASA center and Langley Air Force Base fighter jets; a Hampton One sailboat; and an ancient live oak tree that salutes both the Emancipation Oak, the site of the first Southern reading of the Emancipation Proclamation, and the Algernourne Oak at Fort Monroe, which is estimated to be more than 500 years old and stood during the time of the Powhatans, before the arrival of the English. Other icons are nods to particular communities within the city — the Phoebus clock, the Buckroe Beach lighthouse, the Hampton Roads Convention Center in Coliseum Central, and City Hall downtown. You can go online to see a video about the new logos.

 The judges noted: "The use of different iconography to identify subsections of the area - while projecting a unified brand, is incredible. Then using that same iconography to unite and build the city's name is genius. The entire brand is playful, welcoming, and enticing. The fact that this campaign was built entirely in-house should be inspiring to all municipal communications & marketing teams. A job exceptionally well done!"

 Hampton also earned an Award of Excellence for the city’s campaign to promote public health during Covid-19. The judges complimented the “great looking billboards for the masking and vaccination messaging.” The electronic billboard campaign was at no cost to city taxpayers, as the city has a partnership with Adams Outdoors to present city messaging as part of their lease of city property.

 Judges' comments continued: "What a great way to integrate COVID messaging into your already established brand. Great use of graphics and design. Strong analytic numbers and consistent communications. Partnering with outdoor advertisement was an excellent move. Loved the Masketeers! Very creative and fun.”

 Beyond the fun presentation, however, the judges noted that the brief billboards increased viewership of the city’s website, hampton.gov, which presented in-depth information on Covid-19 safety as well as vaccine information.

 The Savvy Awards, held in conjunction with 3CMA’s Annual Conference, recognize outstanding local government achievements in communications, public-sector marketing, and citizen-government relationships. The Savvies salute skilled and effective city, county, agency, or district professionals who have creatively planned and carried out successful innovations in communications and marketing.

 3CMA accommodates local government organizations of all sizes and budget classes by judging entries in several different population groups. Hampton is in the largest size group, for localities with more than 101,000 people. More than 800 entries in 40 categories were received.

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