The Williston Downtowners Association is a non-profit organization that promotes and supports Downtown businesses and events in Williston, ND. Their goal is to position Downtown Williston as a destination for both residents and tourists. The association came to me last year with a bit of a dilemma: Not only did they need a logo, branding + website for the downtown area to attract traffic and communicate information...but they also needed a way to differentiate the association info from general downtown info that would cause less confusion.
Our goals for this project were to create an overall brand identity for Downtown Williston that would be professional and recognizable to residents who attend their events. The secondary goal was to create a complementary logo to be used strictly on association business in order to create more streamlined communication among members. Here is what was included in their package:
- Logo design for Downtown Williston
- Complementary logo for Downtowners Association
- Color palette development that works for both
- Custom background pattern
- Business cards
- Letterhead design
- Become A Member trifold brochure
- Website design & implementation
We built the brand identity for Downtown Williston around the central theme of buildings...but not just any buildings. The custom illustration included in the logos are 3 very recognizable and historical buildings that you can find downtown (50 points to anyone who can recognize them!). By basing the logo and brand around this unique feature we established a one-of-a-kind mark that already has a sense of recognition to residents, and it also communicates exactly what it represents to those not familiar with the area.
After creating the Downtown Williston logo, we developed the Williston Downtowners Association logo using the same illustration, base color and one of the fonts - but we differentiated it by using an alternative layout and incorporated a 3rd font to the brand. This creates a clear distinction between the two. For the rest of the brand we established an overall color palette that works for both, typography selections and branding elements that include a custom background pattern.
Once the brand identity was in place, we applied it to a set of stationery including business cards, a member card and letterhead for the association. We also developed a Become A Member trifold brochure that prospective members receive that includes membership pricing information and a convenient application form right in the brochure. These print items help to create brand consistency as well as professionally communicate important information.
For the website design, we chose to keep the focus on Downtown Williston since it serves as a public place to share events and information about the downtown area. The website features the Downtown Williston logo front-and-center with easy to navigate links to the parking map, a directory of the businesses, and upcoming events. And the best part is that the Williston Downtowners Association has been able to update the site with new photography and keep adding to the calendar of events themselves!
From the client:
"Lindsey was able to take our thoughts and vision and design the perfect branding that incorporated old buildings, action words and a feeling of home for our Downtown. She guided us to have a distinction between our Association logo and general Downtown logo which included the same buildings but speak different messages. Because of her guidance we have been able to be clearer in communication regarding Association vs Downtown business. We value all Lindsey has to offer and for that, Thank You!"