Townsend™
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Florence Center

Brand Identity

We rebranded the Florence Center (formerly the Florence Civic Center) in conjunction with its $16 million renovation and expansion to position the facility as a multi-functional, regional economic driver. Located at the mid-point between New York City and Miami, and with more than 75,000 square feet of multi-purpose space and a 10,000 seat arena, the Florence Center needed a brand that shed the small-town connotations that come with the civic center label and allowed it to compete for national exhibitions and conventions, while still remaining a viable option for smaller, local events. We developed the positioning statement "We're at the center of what's happening" and designed all of the brand elements to communicate the center's three primary areas of focus: business meetings and conventions, local social events and live entertainment. To help the center's in-house marketing staff consistently grow the brand going forward, we developed a comprehensive brand guide that specified how to best apply the various graphic elements that make up the brand identity.

Florence Center Logo

Florence Center Logo

Florence Center Building Signage

Florence Center Building Signage

Florence Center Ad

Florence Center Ad

Florence Center Letterhead System

Florence Center Letterhead System

Florence Center Rack Brochure

Florence Center Rack Brochure

Florence Center App Icon

Florence Center App Icon

Florence Center Brand Guide - Cover

Florence Center Brand Guide - Cover

Florence Center Brand Guide - Logos

Florence Center Brand Guide - Logos

Florence Center Brand Guide - Colors

Florence Center Brand Guide - Colors

Florence Center Brand Guide - Tagline

Florence Center Brand Guide - Tagline

Florence Center Flag

Florence Center Flag