Branding positioning and creative options for hartford

1. Hartford Messaging
Project
Brand Positioning and
Creative Options
Public Engagement
July 2011
Twitter hashtag: #HartPM! 1!

2. Roadmap
Positioning Roll Out
• Focus Groups • Campaign
• Stakeholder
and Targeting Options
Interviews • Segmentation • Public • Prepare
Study Engagement • Launch
• Positioning • Sustain
and Target
Audiences
Campaign
Discovery
Platforms
Spring 2011 June July 2012
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3. A Brand Strategy That
Hartford Can Deliver On
LIVE!
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4. Hartford. LIVE!
Spontaneous. Alive. Exciting.
In person.
In the flesh.
When it’s live… it only happens once. Be a part of it.
Unforgettable. Unrepeatable.
Live theatre. Live sports. Festivals. Science. Culture.
Music. Living art and history. Parks. Gardens. Trails.
Nature. Fine dining and clubs.
Experience Hartford. Live.
23!
LIVE!

5. Concept One
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6. Concept 1
A playful asterisk tells the real story of Hartford – a place where live
moments connect one experience to another. The asterisk, with a star in
its center, also doubles as a burst of energy, an explosion of color,
fireworks, or simply a celebratory bloom in spring.

7. Concept 1

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Hartford is alive with history. Yet playing out in front of this historical backdrop
is a vibrant city where exciting new events are constantly unfolding. Every
day in Hartford is a new opportunity for people to go out and create their own
memories – their own history.

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20. Concept Two
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36. Concept Three
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