With new leadership in place the Fort Worth Chamber sought to revitalize the market’s perception within the Fort Worth business community and beyond. Schaefer was selected as their agency partner to lead them in developing and communicating the Chamber’s renewed energy and focus. The primary strategic imperatives were to both sustain the support of local businesses, while also expanding the Chamber’s economic development efforts beyond Fort Worth.
A Refreshed Position focused on New Energy, New Business
Each of our brand initiatives begins with a critical analysis of an organization’s strengths, weaknesses, and differentiators. For the Fort Worth Chamber, we identified the opportunity to capitalize on the legacy of the organization while creating a more defined and contemporary position that was current with today’s business climate. For the refresh, we saw an opportunity to stay true to who we are as a city and people, and root the Chamber’s new identity in the trailblazing spirit that has always defined Fort Worth.
We needed to reposition the Fort Worth Chamber from the outdated organization many perceived it to be to the vibrant connector, advocate and driver of economic development they are today. Tapping into the exuberant energy of the Chamber’s new leadership, we focused on positioning the brand as an energetic organization that provides new business opportunities to trailblazers and entrepreneurs alike.
A Trailblazing Identity
Through our archetyping process, the agency established the organization as a Hero persona, defined by strength, courage, commitment, and a drive to move things forward. Using the Hero archetype as a foundation, our creative team explored a multitude of solutions for the new Chamber brand. In keeping with our process of immersion, the team explored other related and competitive organizational brands, the history of Fort Worth and the Chamber to inspire the recommended design solutions.
A key objective in creating the new brand identity was to build a flexible system that could be used across platforms and multiple team members. The new identity has been seamlessly incorporated into the marketing efforts of the Chamber’s internal team and provides a malleable brand kit that they can use for years to come.
Check out our case study to learn more about the refreshed Fort Worth Chamber of Commerce identity.
Introducing The New Frontier of Business in Fort Worth
To introduce the refreshed and refocused Fort Worth Chamber, we leveraged the creativity of the new brand identity and launched the “This is the New Frontier” campaign. The campaign was a fresh way to communicate the future of the Chamber and its role in Fort Worth’s economic development to existing members and new business prospects. We wanted to create a campaign that was uniquely Fort Worth and nodded to the legacy and history of the Chamber, while highlighting the exciting new opportunities that our city offers moving into the future.
To focus on the energy of the new Chamber, we captured authentic video footage and photography using real Chamber members. The tone of the assets are impactful, positive and motivational and highlights the frontier of the future on which the Chamber sits and actively cultivates. The final campaign is aspirational and confident and communicates that Fort Worth is a place where people roll up their sleeves and get to work. To launch the campaign, we used a targeted media strategy consisting of automated direct email, paid social, paid search and community influencers leveraging the rich assets we captured in the video production and photo shoot.
Schaefer Advertising is a valued strategic partner of the Fort Worth Chamber of Commerce. When we embarked on a complete overhaul of our brand, they provided subject matter expertise, thought leadership, and made the process an enjoyable one – no small feat! I would highly recommend Ken, Sara and the entire Schaefer team for any organization whose stakeholders demand excellence and a legacy brand in the Fort Worth community.
Mobility and innovation districts are places where pioneers make critical advancements in logistics and supply chain modernization. It’s also a place where technology breakthroughs are developed that can affect billions of people. They are critical to advancing how consumer and commercial operations move forward to improve lives everywhere. The challenge with innovation districts is communicating a tangible concept that resonates with valuable audiences and encourages entrepreneurs, scientists and business leaders to utilize the district’s capability.
We partnered with the AllianceTexas Mobility Innovation Zone to create a flexible identity package that communicates all the intangible benefits this testing ecosystem can provide mobility visionaries and their teams.
Making Intangible Value Tangible
We partnered with the MIZ team and entered into extensive discovery sessions to better understand where MIZ stands in the market and how we can highlight their value proposition and boost awareness of the one-of-a-kind opportunity that the MIZ offers mobility innovators. In marketing the MIZ, our first charge was to articulate the opportunity that the MIZ offers to technology innovators by creating a vision for something that did not yet exist.
Through this discovery the Schaefer team identified that the AllianceTexas MIZ was a genuinely unique blend of people, places and things, structured in a manner unlike any other innovation zones. We leveraged this differentiation into a defining position and archetype to inform the subsequent brand identity and campaign creative development. This allowed us to tangibly define the value that the MIZ brings to entrepreneurs and innovators that elect to use their district and capabilities. Ultimately, this helps the MIZ advocate for new businesses and create long term partnerships with innovative companies that bring jobs to North Texas and innovation to the mobility industry.
Messaging Full-Scale Innovation
We crafted “Innovation from the Ground Up” as a key message to clearly position the opportunity of the innovation zone. It nods to the full-scale capabilities of the MIZ and communicates it as a place where mobility innovators can push the boundaries of now to discover what’s next and do it all—ideation to implementation—at the MIZ.
Deploying a Detailed Digital Activation
We launched the updated identity with the “Innovation from the Ground Up” campaign, which introduced the MIZ as the premier, pioneering testing, scaling and commercialization ecosystem. The campaign solved three key communications requirements: promoting the MIZ brand, communicating the surface capabilities, and promoting the airspace utility. This reflects the total MIZ ecosystem and communicates it as a flexible, utilitarian space that is open for business across the mobility industry.
We developed a multichannel digital marketing plan to launch the “Innovation from the Ground Up” campaign, utilizing paid media, native and sponsored content, email drip campaign and display banners. For paid ad placements, we strategically chose publications that resonated with our target audiences in the logistics, aviation and entrepreneurship industries. The campaign also engaged prospects directly through a targeted email campaign, which encouraged website form fills to contact the MIZ to use their testing ecosystem. Ultimately, the digital strategy is successfully creating extensive brand awareness and driving both engagement and conversions from high value prospects which has yielded new business partnerships for the MIZ.
300% increase in form fills MoM since beginning of campaign
82% increase in Contact Us form fills
Display impressions increased nearly 200% MoM resulting in 141% more clicks
M. Kangerga & Bro Management (MKB) is a commercial real estate investment company that focuses on self-storage opportunities. The family-owned business has been around for more than 100 years—historic, yet brandless in their industry. To strike the right note, Schaefer partnered with MKB to develop their brand identity and expand brand visibility and credibility as the company sought investment partners.
The purpose of the MKB rebrand was to modernize the brand tone and visual aesthetics to not just live on, but inspire confidence and empower decisions among investors and new business leads. As the company expanded relationships with third-party investors, they needed a brand identity that leveraged their heritage into an authentic look with a very updated, polished feeling.
Capture history and legacy in new brand identity
Create a presence online to establish credibility and appeal to new investors
Create new marketing materials for investor pitches
A Nod to the Past, Present and Future
Stylistically, we wanted the new creative platform to pull through the heritage of the brand, but not feel old. We created a mark that nods to MKB’s roots, but also reflects where they are right now and where their company is heading. The primary logo has a quiet confidence, and the typeface’s nuanced letterforms illustrates the imperfections – but staying power – of carving into stone, which is a nod to the company’s impressive history.
The typography we chose is based on Jandus, which leverages strong architectural characters, friendly rounded corners and classic simplicity that can stand the test of time, just like MKB.
We selected a minimal color palette of dark charcoal and muted gold and cream, which represent the history and tradition that serve as the very foundation for MKB’s success, while also indicating their steadfastness and lasting nature. These colors work together to communicate that MKB is a trusted leader in commercial property investment and that their long history is full of decades of success.
Cohesive brand development
Logo recommendations and
Color palette, font solutions
Complementary stylistic assets
Narrative + messaging
When branding a company, it’s important to thoroughly understand the company’s principles and how they want to be known in the hearts and minds of their prospects. For MKB, we created a comprehensive brand identity that captures the history of over 100 years of successful business ventures and indicates that the brand will be around for many more fruitful years to come.
The Fort Worth Chamber of Commerce has served the business community within the Fort Worth area since the late 1800s, playing a pivotal role in nearly every major milestone that has occurred in the city. Moving into 2020, the Chamber’s CEO of over 30 years retired, opening the door for a new, visionary leadership team to continue the Chamber’s momentum in driving forward the success and growth of Fort Worth business.
The emerging Chamber team developed a specific vision and strategic plan to capture and sustain growth for the City of Fort Worth, serving as both the champion for existing businesses while executing aggressive economic development efforts. Critical to the success of this plan was to reintroduce the Chamber to our business community, influencers, and new prospects in a manner that would enlighten them to the value of the city and engage them with the Chamber. To accomplish this successfully, the Chamber team partnered with Schaefer Advertising to refine the communications platform and brand identity.
Each of our brand initiatives begins with a critical analysis of an organization’s strengths, weaknesses, and differentiators. We immerse ourselves in the vision of the company, including all marketing and business objectives. With the FW Chamber, we identified the opportunity to capitalize on the legacy of the organization while creating a more defined and contemporary position that was current with today’s business climate. Through the development of a Brand Archetype, coupled with a defined brand position and targeted key messages, we created a communications platform that the Chamber can use in their marketing efforts moving forward. This platform also fully informed the creative development of a new brand identity.
A Heroic New Mark
Our exploration process revealed that the Chamber was defined as a Hero archetype, a persona defined by strength, courage, commitment, and a drive to move things forward. Taking direction from that archetype, our creative team explored a multitude of solutions for the new Chamber brand. In keeping with our process of immersion, the team explored other related and competitive organizational brands, the history of Fort Worth, and the Chamber to inspire the recommended design solutions.
The resulting mark is simple, bold, and includes a star as a subtle nod to a boot spur and a connection to the prior iteration of their logo. The new identity evolves their brand to better represent the community it serves and the institutions it champions.
When we took ownership of Lilyana marketing, the community needed a brand that better connected homebuyers to the true joys of living in this community.
Honing in on Key Differentiators
This community is far from cookie-cutter, so it only made sense to highlight the factors that make it stand out in a cluttered and crowded market. For Lilyana, it’s the conveniences and lifestyle that make it a truly special place to call home. With more than 50-acres of green space, the community is packed with natural amenities, numerous parks and things for homeowners to do outdoors. All of which keep the community and people connected.
A Refocused Brand Position
Lilyana is located in Celina, a peaceful, up-and-coming town remote enough to harbor tranquility and close enough to Frisco to take advantage of its entertainment, energy and everything it has to offer. When we began to evolve the brand position, we pulled the thread of accessible tranquility to show prospective homebuyers that it is possible to have it all when you live at Lilyana.
Communicating Joy and Tranquility
We needed a way to portray the very real, and often intangible, qualities that make this community so special. By incorporating bubbles as a visual element, we were able to communicate the true value of a Hillwood community—connection, comfort and an ethos rooted in community. All while positioning Lilyana as a place to pause and enjoy the moment.
In addition to visually refreshing the brand, we also revitalized the brand language to communicate joy in the Lilyana lifestyle. “A place to embrace life’s moments” communicates that Lilyana is a community for people to slow down and enjoy their lives – right here, right now.
Building a comprehensive brand story gives real estate brands more space to have meaningful conversations with home buyers. Developing Lilyana’s position in a cluttered and competitive space helped the brand stand out, and ultimately led to more home sales.
Let’s start by getting to know you a little better. Tell us about yourself.
I was born and raised in Fort Worth, and the only time I’ve left here for an extended period of time was when I went to Austin for school for four years. I’ve always loved living here, and I really enjoyed visiting Fort Worth when I was in school because it seems like every few months Fort Worth is growing and changing.
I have one sibling, a younger brother, and he goes to UT as well – we come from a big Longhorn family. Both of my parents went to UT, some of my grandparents, tons of my cousins, aunts and uncles went there, too.
I love Texas sports – I grew up playing softball and field hockey, which I played from seventh grade into high school. My current dog is named Dak – after Dak Prescott – and my last dog’s name was Romo – after the other Cowboys’ quarterback.
What’s something you love to do?
I love to travel, but it’s obviously been a tough year for the travel industry. My goal pre-covid was to visit a new place every single year. I’ve been to a chunk of cool places out of the country, but I’d like to explore more US cities.
What’s your favorite place?
I really like the beach, but I don’t love the ocean. I like the sand, and I don’t mind boats, but I’d rather enjoy the ocean from a comfortable distance. I also really like the mountains – I love Colorado for how diverse it is; a lot of hiking, biking and skiing in Colorado.
What do you love about the job?
I just love the spontaneity and the constant changes that advertising has. There’s always new projects and the space is constantly evolving. I don’t think we’ll ever reach a stage where advertising is mundane or boring.
If you could do anything besides what you are doing now, what would you do professionally?
I would own a restaurant and/or write a cookbook.
What is the last thing you binge-watched?
Greys Anatomy, hands-down. There are rumors that it’s the last season, and I would be crushed. Although, they’ve gone on for a while, so they’re running out of storylines. I just hope that they end it on a high note.
What’s your favorite book?
Favorite book is American Royals, and it’s about what it would be like to have a royal family in America. It’s fiction, but it’s interesting and entertaining. I’ve always been fascinated with the royal family; there’s so much legacy there.
If you could live in any sitcom, which would it be?
I would probably say The Office because it’s such a classic. When you don’t know what to watch, just put it on. It’s a feel-good, funny show and the characters just can’t be beaten.
If you had to eat one thing for the rest of your life, what would it be?
Sushi. I can go into a sushi restaurant and enjoy anything on the menu.
What’s your favorite children’s story?
The Olivia books by Ian Falconer. Olivia is a pig, and her professions and adventures change every book – in one book she’s a pilot, another book she’s a scientist, and in another she’s helping with Christmas. I just love those books. My middle name is also Olivia, so I really connected with that series early on.
If you had an extra hour of free time every day, what would you spend it doing?
I would put an extra hour into the morning and spend it having coffee. I’m so much more productive in the morning; I’d add an hour and just spend it working and drinking coffee.
Any words of advice?
Wake up every day and choose to be happy. I think it’s definitely a choice, and it can be easy to let things get to you and stray away from that. But, choosing to be happy is such a key to being successful and enjoying your life, which is why we’re all here.
As a person who has grown up in Fort Worth, working at Schaefer has always been a goal of mine. It was a familiar place when I was in high school and people from Schaefer came into our school to speak about advertising and the industry, and it was always attractive to me that they were invested in the people of Fort Worth. I also love that Schaefer invests in the people that work here: we’re invested in the numerical growth of the agency, but we’re also really focused on growing the individual and improving their strengths and making them a more capable person. I love that the people here genuinely care about each other.
Union Park by Hillwood Communities wanted to differentiate themselves on the market to stand out with their target audience to attract more homebuyers. To do this, we dove into their existing creative suite and focused on the key elements that separated Union Park from its competitors.
Evolve the creative campaign by leveraging the approved positioning and key messages
Update Union Park’s visual identity to reflect the vibrancy of the brand
Craft messaging that would stand out against competitors and stand the test of time
Union Park is an extraordinary place, created to celebrate the vibrancy of life in Little Elm, Texas. The community itself is dynamic, energetic, and designed for people that pour themselves into an active lifestyle. When we were discovering the market differentiators for Union Park, we wanted to focus on the active lifestyle that the community offers its homeowners. We did that by highlighting the vibrancy of the neighborhood and showcasing the vast array of activities that are available to Union Park residents. Whether it’s scavenger-hunting at Central Park or cooling off at the Cove, there are plenty of opportunities for Union Park homeowners to enjoy community and camaraderie outdoors.
When creating the campaign messaging, it was important that we capture the essence and differentiators that separate Union Park from other communities. We also needed to communicate that the variety of home prices make it an incredibly accessible neighborhood for nearly any budget and every phase of life. Furthermore, we needed to highlight that Union Park is a Live Smart™ community, developed around Hillwood’s five enduring principles: connection, well-being, enrichment, stewardship, and convenience. Each of these principles was considered when the spaces at Union Park were designed, so communicating them was crucial to accurately market the community. We created new messaging and positioning to communicate the vibrant lifestyle that Union Park offers.
Some of our updated messaging featured copy-points: “Live Vibrantly Every Day; Here, Is The Most Vibrant Way to Live; Inspired Living for Every Phase.” Each line touches on the inspired living that helps define Union Park and resonates with new homebuyers.
Building A Comprehensive Creative Suite
When expanding and updating a brand platform, it’s important to reinforce the positioning while improving brand engagement. For Union Park, we worked within the brand platform to update the look and feel of the brand identity but ensured that each iteration still comfortably fit within the brand standards.
The updated creative suite encapsulates the essence of Union Park and evokes the same excitement for vibrant living as a walk through any of the community’s parks. It’s light and green and active and incorporates some of the natural elements that surround Union Park. The result is a fluid identity system and brand mark that accurately communicates the brand’s purpose and place, and is usable on anything from signage to web banners.
Developed a comprehensive creative suite that is flexible across mediums
Updated campaign messaging to better connect with target audiences
Won Best Overall Advertising Program at 2020 McSam Awards
Created a new website focused on engagement and conversion
Connecting with the right target audience is crucial to marketing success. Bluewood is a Hillwood community filled with possibilities. Known for its unique ability to balance comfort and adventure, Bluewood wanted to attract a new wave of home buyers entering the market by crafting a campaign message that rang true to its target buyer and its inspiration. So, we evolved their existing messaging to create a new campaign that attracted young, vibrant shoppers, and cemented the Bluewood brand as a community without compromise. When we set out to create updated messaging, we aimed for something that reinforced the brand’s positioning and communicated the energy of Celina and the personality and vision of the community. Celina is a city that is rapidly growing and offers new residents fantastic potential as an up-and-coming community.
We landed on “Meet the Community as Bright and Bold as You Are,” intentionally focusing our position around the experience, to better paint a picture of the lifestyle Bluewood promises. The message immediately identifies with the younger homebuyer looking to buy a home in an up-and-coming community that just happens to be situated in one of Texas’ fastest-growing cities. It nods to a growing community emboldened by the people who live there. The updated message reflects the optimism of the area, the community and our target audience to position itself right alongside this exciting stage of life – bright and bold.
Legacy. Capability. Values. Intention. These are big ideas that drive everything Hillwood Communities builds for the communities they create. So, when Hillwood needed a brand refresh and updated messaging, we leaned hard into these core tenets to accurately summarize the massive impact Hillwood has on the communities they build and the people who live there every single day. We needed to communicate these central beliefs in a cohesive and convincing brand brochure that would attract home buyers and investors.
When creating updated messaging for Hillwood, we expanded on the word “community” to accurately define the effect that Hillwood has on each of its developments. “We Create Community,” is the direction that we decided upon for the updated brand messaging. From Live Smart amenities to featuring a community garden, Hillwood takes extra steps to make each development a unique place to call home. More than that, Hillwood’s offering of communities, each with their own natural aesthetic and intrinsic values, ensures that there’s a Hillwood Community for every new homebuyer.
A Refreshed Brand Brochure
The Hillwood corporate brochure is where homebuyers and investors can interact with the Hillwood brand on a more extensive level. It needs to convince investors that Hillwood is an excellent investment opportunity and communicate to homebuyers that there is a community waiting for them underneath the Hillwood brand.
Evolved Brand Identity
Hillwood is a pioneer within the community development space. Each community they build focuses on elevating the quality, innovation and sense of community for their homeowner, offering unparalleled conveniences, all while taking subtle and grandiose steps to harbor a real sense of community among the neighborhood. Beyond the amenities that they create for their homeowners, Hillwood emphasizes the natural beauty of the land that they build on and rely on its inherent attraction as a central selling point. Every single step is taken with incredible intention aimed at improving the life of each resident.
The brochure connects all of these points by giving a detailed overview of each Hillwood Community and featuring evocative imagery of the natural aesthetics that define each community. Beyond the physical characteristics that define each community, we used imagery that captured the shared experiences and everyday interactions the amenities and walkways create. Each of these visual stories creates a compelling argument for why new home buyers should call a Hillwood community “home.”
For potential investors, the legacy of pioneering big ideas and sparking engagement are enticing selling points that illustrate the long term and historical health of Hillwood Communities, which makes it a desirable investment. Sharing the story of Hillwood’s success and legacy right up front, aided by the visuals illustrating where Hillwood operates communicates the strength of the brand and implicitly tells investors that this is a worthy investment.
Wolf Ranch – a Hillwood Community – needed a way to tell its story of camaraderie, tradition, and heritage to a new wave of homebuyers seeking the right blend of the good life and the great outdoors. More than that, they needed to market the expansion of the community that now extended its footprint to the shores of the San Gabriel River. Residents have always had amazing river views, but now they had access to the waterfront right in their backyard.
Our job was to depict and sell an honest to goodness Texas lifestyle and do so beneath a new brand message that fits comfortably within the existing brand architecture. Connecting with new home buyers on an emotional level can be a tall task, but it can be done with evocative, succinct messaging.
The previous tagline, “The Hill Country is Calling,” reflected the geography of Wolf Ranch, nodding to the intrinsic beauty of the land and its natural enchantment. However, it didn’t represent the camaraderie and community as well as it could.
To evolve that message, we created “A Community Cut From the Land.” The refreshed tagline speaks to nature’s ability to bring people together, a natural metaphor for the thoughtful design Hillwood brings to every community they create.