2014.01.15 - Milliken Design Guidelines
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Chapter 1: Introduction<br />
Branding/Identity Workshop:<br />
Messaging & Imagery<br />
Overview<br />
MESSAGING<br />
Provides a foundation for the creation of content<br />
and tone for community marketing, advertising and<br />
outreach to prospective residents and business<br />
owners.<br />
Brand Commitment Statement<br />
To (target audiences): residents, businesses,<br />
developers, entrepreneurs, tourists and prospective<br />
residents, business owners and visitors<br />
The Town of <strong>Milliken</strong> Is (our unique identifier): a<br />
welcoming, safe, diverse and family-oriented<br />
community<br />
That Provides (“X” to the audience): a peaceful<br />
refuge nestled in the natural landscapes of Northern<br />
Colorado<br />
Where Residents and Visitors Can Enjoy (details<br />
that support “X”):<br />
• A high quality of life and break from the hustle<br />
and bustle of the big city<br />
• A community that respectfully balances their<br />
strong agricultural and industrial heritage while<br />
thoughtfully planning for a sustainable future<br />
• An affordable place to start and grow a business<br />
• A safe place to raise a family<br />
• A community that feels like home<br />
Keywords & Messaging Themes<br />
Words and themes to be used consistently with<br />
marketing and branding content:<br />
• Safe<br />
• Small town feel<br />
• Family-oriented<br />
• Sense of community<br />
• Diverse<br />
• Quality of life<br />
• Refuge<br />
• Simplicity / back to basics<br />
• Untouched natural resources<br />
IMAGERY GUIDE<br />
People:<br />
• Families<br />
• With school-aged children<br />
• Enjoying outdoor activities (ie. hiking, biking, at a<br />
Farmers’ Market)<br />
• Highlight ethic diversity<br />
• Teens and youth (aged 13-19)<br />
• Farmers and agribusiness professionals<br />
• Business owners / entrepreneurs<br />
• Skilled laborers / Service Industry tradespeople<br />
Emotions & Portrayal:<br />
• Community-focused<br />
• Welcoming<br />
• Friendly<br />
• “Where everybody knows your name”<br />
• Steeped in history / heritage<br />
• Unlimited potential<br />
• Celebratory<br />
• Tight knit<br />
• Bountiful<br />
• Sustainable industry<br />
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