Woodstock takes first look at new branding

WOODSTOCK – Residents received a first look at their potential new branding of the town, bringing together the aspects of Woodstock everyone knows and loves.

During a Thursday night meeting, Ben Muldrow of Arnett Muldrow & Associates gave residents a glimpse into how the town will be able to rebrand itself in the future with a branding toolbox that includes a new color palette, typefaces, a consistent message, new graphics and logo designs that showcase the best of what Woodstock has to offer both tourists and locals.

“We want this community to truly have a shared identity that the public and private sectors can both use,” he said.

The color palette for the town’s branding purposes includes various shades of green and blue. Muldrow said he used a computer software program that uses images from the community to determine the town’s prominent colors to create a color palette.

They also selected two typefaces to use in the town’s messaging. The primary typeface is nexa, which is a thick, sans-serif font. The secondary typeface is a script font, he added.

He also determined the community’s values, through public hearings and focus groups, and used these in the town’s brand values in their messaging and graphics. These values includes the seven bends, Swiss Guard icon, Shenandoah, small town, gateway to the outdoors, caring, warm and connected. He said these values should be springboards for conversations about the town.

“Great brands stimulate conversation,” Muldrow added.

A brand statement was also created to showcase the town’s story as a charming small town, as well as the adventure provided by the natural landscape. A slogan for the town he created was “Many Bends. Perfect Break.”

The group also updated Woodstock’s seal that includes its historic figure Peter Muhlenberg, with the courthouse and mountains in the background. Seals for Woodstock Enhancement, Woodstock Tree Board, Police and Public Works were also redesigned to fit the new branding message.

“Your regional assets will help to make a richer experience. It will help you to extend the stay of people to your community and when you extend that stay you enhance that economic impact,” he added.

He also discussed ways the town should update signage around the community, including banners and the water tower seen from Interstate 81. Advertisements were also created to bring more people into the town by integrating photos and composition to create the look and feel of the town.

Muldrow said this process was made possible through stakeholder input.

“In terms of involvement from the community, in the past 15 years of doing this, Woodstock has shown a performance percentage that has essentially outpaced virtually any community we’ve ever worked at,” he said.

Over 500 people in the town responded to an online survey about Woodstock’s rebranding process.

After the meeting, residents expressed their thanks and excitement for the branding possibilities available to the town.

Residents said he went above and beyond and his branding hit all the spots, was clever and showed the depth of thought put into the process.

Town Councilman Michael Funkhouser said he got emotional watching the presentation because Muldrow was able to tell the story of Woodstock through words and photos that hasn’t been done before.

The branding presentation can be found online at http://tiny.cc/ykztky.

Contact staff writer Kaley Toy at 540-465-5137 ext. 176, or ktoy@nvdaily.com