Case Study

The City of Sugar Land

Tourism

Background

Located just 20 minutes southwest of downtown Houston, Sugar Land sought to create a unified brand that could represent the city’s economic development, tourism and airport organizations.

Sugar Land’s Fortune 500 business community and exceptional quality of life make it an economic powerhouse within the Houston region—but you wouldn’t know it from the city’s old brand. DCI helped Sugar Land shape a brand and marketing plan to market what makes the city such a sweet place to do business, live, and visit.

Strategy

DCI created a distinctive new brand that capitalized on the city’s rich sugar history and high-quality amenities for residents and visitors. [in bold blue]

The new brand was adopted for four audiences – economic development, tourism, residents and customers of the city-owned airport. Our three-year marketing strategy detailed how to bring the Sugar Land brand to life.

“We needed one unified brand to use for multiple purposes – including economic development and tourism. DCI created a singular striking brand that spoke to our history and who we are today, “Sweet. Real. Refined.” The brand marketing plan also included detailed and creative strategies based on DCI’s expertise, which meant we were able to start bringing the brand to life immediately.” Teresa Preza, Tourism and Destination Services Administrator, Visit Sugar Land

Results

After receiving the new brand and three-year marketing strategy, Sugar Land has begun applying the logo, tagline and key messages to video, social media, and other marketing tactics.

Creative marketing recommendations paired with and mock-up designs, such as a community food truck, gave Sugar Land inspiration on how to bring the brand to life for years to come.

Interested in how DCI collaborates with our clients to increase visitors and business inquiries?

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