Rooted Locally

Overview:

During the challenging times of the pandemic, the Beaver County Chamber of Commerce, in collaboration with our gang at Brkich Design Group, launched the “Rooted Locally” campaign. This initiative was designed to invigorate local businesses by encouraging community support and shopping locally, using a vibrant and engaging branding strategy.

Challenge:

The primary challenge was to shift the quarantine mindset of local residents and inspire them to support neighborhood businesses amidst the ongoing COVID crisis. The campaign needed to resonate with small business owners and the wider community in Beaver County and its neighboring areas, fostering a sense of unity and local pride.

Solution:

The campaign strategy included:

• Branding: Developing a warm, inviting color palette and simple, hand-drawn illustrations that reflected the unique character and resilience of the local community. The design drew inspiration from vintage styles and aimed to be unfussy yet distinct.
• Marketing Materials: Creating a range of custom-sized printed pieces, animations, and GIFs that stood out in both digital and physical spaces. Copywriting was conversational, making each communication feel personal and directly speaking to the community.
• Community Engagement: Utilizing hashtags, social media stories, and featuring real stories and videos of shop owners and community members to enhance engagement and personal connection.

Outcome:

The “Rooted Locally” campaign significantly boosted local commerce and community spirit. It was awarded a GDUSA award in the Design for Good category, recognizing its impact and creativity in supporting small businesses through a critical period. The campaign’s success was marked by increased community participation and economic activity, helping local businesses withstand and recover from the pandemic’s effects.

Reflection:

This project highlighted the power of thoughtful design and community-focused marketing in driving economic and emotional recovery. By creating a brand that was both nostalgic and forward-looking, we helped foster a renewed sense of community pride and support for local enterprises. The campaign not only met its immediate goals but also laid a foundation for sustained local engagement and business growth.