Building a Brand that Unites the Adirondacks
While positioned in the heart of the Adirondack mountains, Franklin County, NY lacked national recognition. Through a new brand and website, DCI and Franklin County created a unified regional identity that was authentic to Franklin County’s rustic roots and helped differentiate itself on a national stage.
Franklin County Local Development Corporation (FCLDC) is a New York state economic development group made up of three organizations: Industrial Development Agency, Local Development Corporation and Civic Development Corporation. While the diverse region boasts lush landscape between the foothills and peaks of the Adirondack Mountains, sprawling business parks and a low cost of living, the three development organizations lacked a unified brand and messaging, and the region lacked a presence on the national stage.
During the three-month branding project, DCI conducted a series of focus groups and established a brand taskforce. From this research, DCI rebranded the three organizations as Franklin County Economic Development Corporation, joining the organizations together to create a one-stop-shop for site selectors and corporate executives. DCI developed a unified place-brand and accompanying website that branded the FCEDC as the go-to source for information related to business, economic development and tourism in Franklin County, New York.
DCI created the Adirondack Frontier brand to amplify Franklin County’s authentic assets – its natural beauty and hardworking, community-minded people – to attract businesses, entrepreneurs, talent and visitors. Placing an emphasis on the positive association with the Adirondack mountains and the region’s room for growth, DCI created a new brand, a logo and a user-friendly website. The new logo blends the historic and natural environment with the growing regional innovation. The rich greens signify new growth, the famous Adirondacks and the use of the New York state icon helps differentiate the county from the other Franklin Counties across the nation.