Danville, VA - Brand Strategy

CITY OF DANVILLE, VA

FEELS LIKE HOME

B R A N D S T R AT E G Y

IN DANVILLE, OUR PROMISE IS SIMPLE YET POWERFUL: TO BE A CITY WHERE UNITY THRIVES, INNOVATION PROPELS PROGRESS, AND EVERY RESIDENT, REGARDLESS OF BACKGROUND OR ORIGIN, FINDS THEIR HOME.

WE ARE COMMITTED TO FOSTERING A STRONG SENSE OF COMMUNITY AND BELONGING, WHILE EMBRACING OUR DISTINCT CULTURE AND WELCOMING FUTURE OPPORTUNITIES.

2

BRAND IDENTITY The unique combination of visual, verbal, and experiential elements that encapsulate Danville’s nature and differentiate us from other destinations.

ORGANIZATION NAME:

CITY OF DANVILLE, VA

BRAND NAME:

DANVILLE: HOME

TAGLINE:

FEELS LIKE HOME HOME IS HERE

3

BRAND IDENTITY INITIAL BRAND AWARENESS CAMPAIGN:

FEELS LIKE HOME (BRAND LAUNCH + INDIVIDUAL RESIDENTS DESCRIPTIONS OF DANVILLE AS HOME)

URL:

DANVILLEVA.GOV

HANDLE:

@CITYOFDANVILLE

HASHTAG:

#DANVILLEHOME

4

APPROACH

DANVILLE HOME Danville, Virginia is a city intent on creating a unified and innovative future where all citizens have opportunity to thrive. The natural beauty of the Dan River complements the vibrant atmosphere and restored brick warehouses that give the city its distinct appearance.

This commitment to creating a city where all citizens can find opportunity, security, and quality of life is the basis for the “Danville: HOME” brand.

Inspired by the iconic HOME sign, reclaimed from Dan River Mills and hanging proudly in Downtown Danville, this brand is optimistic, forwardthinking, and evokes feelings of comfort and familiarity that appeal to the citizens of Danville – both long-term residents and those new to the city.

5

BRAND PILLARS & STORY THEMES

PILLAR #1 Connection & Celebration STORY THEMES

Voices of the Community Danville’s Next Generation Celebrations & Cultural Events Success Stories & Collaborations

PILLAR #2 Innovation & Progress STORY THEMES:

Entrepreneurship & Economic Development Infrastructure & Revitalization Efforts Digital & Technological Advancements Training & Educational Opportunities and Partnerships

PILLAR #3 History STORY THEMES:

Preservation & Restoration Efforts Danville Roots: 1793 - Today Local Legends & Icons Industrial Heritage: Then & Now

6

BRAND PILLARS & STORY THEMES

PILLAR #4 The River District STORY THEMES:

Riverfront Rejuvenation Local Businesses, Entrepreneurs, & Economic Development Community Engagement & Collaborative Projects Community Events & Festivals

PILLAR #5 Outdoor Recreation STORY THEMES:

Outdoor Events & Competition On the Dan River: Fishing, Paddling, & Future Projects Parks, Trails & Greenways Community Convservation Efforts & River Cleanup Initiatives

7

BRAND GOALS Objectives and outcomes that Danville aims to achieve in order to fulfill our long-term vision and strategic direction, guiding our actions and measuring our success.

1. REINFORCE A UNIFIED IDENTITY THAT SUPPORTS ALL CITY DEPARTMENTS & INITIATIVES.

2. FOSTER COMMUNITY PRIDE & UNITY. Danville is a place of belonging and connectedness that celebrates its diversity and shared experiences.

3. PROMOTE QUALITY OF LIFE. Danville is an attractive place to live and work, with growing healthcare, recreational and educational opportunities for residents.

8

BRAND GOALS

4. SUPPORT ENTREPRENEURSHIP & INNOVATION. Danville is a thriving environment for local businesses, industry, entrepreneurs, and innovators encouraging economic growth and job creation.

5. POSITION DANVILLE AS A SOUTHERN VA OUTDOOR RECREATION HUB. Danville is an attractive location for outdoor enthusiasts with diverse recreational opportunities, including river activities, trails, and adventure courses.

9

BRAND POSITIONING The strategic process of defining and communicating Danville’s unique value and relevance in the minds of their target audience, distinguishing them from competitors and clarifying their place in the market.

OUR PURPOSE Enhance the well-being and prosperity of our community by fostering a vibrant, inclusive, and forward-thinking city.

We are dedicated to embracing progress, empowering our residents, and uniting diverse neighborhoods.

Create a thriving, sustainable, and diverse environment that residents are proud to call home, and where visitors feel welcomed and inspired.

UNIQUE VALUE STATEMENT In Danville, our unique value is found in our commitment to unity, innovation, and progress. We are a city that embraces diversity and fosters a strong sense of belonging for all.

We stand out as a place where residents, old and new, share in the promise of a vibrant and sustainable future.

Our strength lies in our ability to create a welcoming and forwardthinking environment that enriches the lives of our residents while extending an open invitation to newcomers seeking inspiration.

10

BRAND POSITIONING

OUR PROMISE In Danville, our promise is simple yet powerful: to be a city where unity thrives, innovation propels progress, and every resident, regardless of background or origin, finds their home.

We are committed to fostering a strong sense of community and belonging, while embracing our distinct culture and welcoming future opportunities.

EMOTIONAL APPEAL Inspired by the opportunities, the beauty, and the dynamic spirit of Danville.

Connected to and knowledgeable about the diverse neighborhoods and communities that make up Danville.

Empowered to forge connections, celebrate shared experiences, and explore the path toward a thriving future.

Energized to explore a city where the Dan River inspires adventure and the vibrant streets welcome you home.

11

BRAND POSITIONING

BRAND ESSENCE PRESERVATION. UNIFICATION. INNOVATION.

BRAND VOICE I N C L U S I V E & N E I G H B O R LY :

ENTHUSIASTIC & SUPPORTIVE:

In Danville, inclusivity is at the

Danville exudes enthusiasm

heart of our community. We

and support for all who call

embrace everyone as neighbors,

it home. We’re here to cheer

inviting all to join. Whether

you on, support your progress,

you’re a long-time resident or

and be your biggest fans. The

a newcomer, you’re part of the

City of Danville is your biggest

Danville family.

cheerleader.

O P T I M I S T I C & F O R WA R D LOOKING:

GENUINE & DOWN TO EARTH:

Our city’s spirit is optimistic and forward-looking. We’re excited about the future and the opportunities it holds for all of us.

In Danville, authenticity is our mantra. We’re down-to-earth, genuine, and real. Here, you’ll find honest, friendly people who are eager to connect.

12

BRAND VALUES

1. UNITY We value unity and connection, fostering a sense of inclusivity among our residents, both old and new.

2. INNOVATION We embrace innovation, always seeking creative, informed, and forward-thinking solutions to make our city thrive.

3. PROGRESS We are committed to progress, working tirelessly to improve the quality of life for all who call Danville home.

3. PRESERVATION We treasure the natural beauty of the Dan River and the surrounding landscape, aiming to protect, preserve and celebrate it in all that we do.

Additionally, we value the preservation of Danville’s historic and distinct infrastructure, and whenever possible, we aim to revitalize, reinvigorate, and repurpose these structures for future generations.

13

www.dbdplanning.com