LINDSAY BLUMENFELD



Your Part of McCormick

Campaign Design
2022 


This project is a prospective brand identity and campaign design created to help raise awareness about the artistic talent present in the small town of McCormick, South Carolina. This campaign aims to further engage the community's sense of creativity and reinforce feelings of pride in the McCormick community.







The Opportunity

The objective of this project was to create a comprehensive visual brand identity that addresses a gap or need that exists in the small town of McCormick, South Carolina. After some research, it was clear that a visual identity could most benefit the town by spurring its growth and increasing engagement of community members.




The ContextThe initial stages of this project involved extensive research on McCormick’s history, demographics, environmental context, unique offerings, and the existing brand identities within the town. Research showed that McCormick shares many similarities with the towns located around it, boasting a strong sense of historical significance and beautiful natural features and landmarks for both visitors and locals to enjoy. Because of this, McCormick often remains in the shadow of these towns with greater populations and/or more land area. To distinguish the town, the new brand identity needed to highlight McCormick‘s unique offerings.
One area of differentiation is its history of folk art and cultural traditions. With this in mind, McCormick could benefit from a campaign associated with the local arts council, which would draw attention to the town’s talent.

In creating this brand, I considered the question, “How might a place-based visual identity campaign highlight the culturally-rooted talent in McCormick in order to pique interest about the town and stimulate growth?”



Dorn Gold Mine
McCormick Arts Council at the Keturah





The Solution
One key consideration in developing this identity was how to tie in the visuals with what is already present in McCormick. Creating subtle ties to the history and existing atmosphere gives the identity a sense of familiarity and thus credibility with the people of the town.

The colors draw from significant architecture in the town and its gold mining history. A pairing of two sans serif typefaces maintains approachability and simplicity but adds vitality and friendliness through subtle quirks.

It was important that the campaign highlight the individuality of the town as a whole, but also the uniqueness of its individual citizens. To illustrate this, the visual identity features abstract marks for each of the town’s artistic areas. These include a stylized palette to represent 2D art and painting, a group of clay pucks for 3D art and ceramics, an energetic mark to represent performance arts, and a string of beads to indicate jewelry making. This would allow citizens to celebrate their artistic niche, finding a sense of pride in their specific contribution to the greater arts culture. All of these abstract marks are synthesized into one dynamic primary logo.
The voice of the campaign directly addresses citizens, serving as a call-to-action for town members to engage in the arts with phrases like, “What’s your part?” and “Paint your part.”

The touchpoints for this campaign include a wide array of merchandise to increase community engagement. One tangible way to get the community’s creative juices flowing is providing free branded sketchbooks to citizens, which would be available all around the town. Along with these books, citizens would receive a brochure containing the history of the arts within the town as well as information about local artists and other related news. Citizens with social media could take pictures of what they have created with their free sketchbooks and share it online with #yourpart.

The campaign’s social media would spread awareness by highlighting local artists and encouraging community members to participate in the arts. This active online presence would promote the town’s creativity to those outside of the community before they even visit in person. Additional touchpoints for town members include branded t-shirts, posters, tote bags, enamel pins, stamps, and postcards.











All design work by Lindsay Blumenfeld. Location images and original images used for mockups are not my own. This project is not officially affiliated with or commissioned by the town of McCormick, South Carolina.



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I’m Lindsay Blumenfeld, a graphic designer with a passion for developing creative solutions that bring people together.