This was not ‘simply’ a rebrand—it was a paradigm shift which permeated the entire organization. As a highly visible group, the identity required a brand that matched the importance they play in the community. But with cost considerations front and center, economical solutions were also paramount. Arriving on a “brand system” which could accommodate both these constraints was the initial step.
Operating on limited funding, they required branding as a system which would be sustainable, recognizable, and easy to implement and maintain.
The organization at that time was renamed LEAD Brevard and a brand strategy built around this core set of values:
Lead. Engage. Achieve. Develop.
What followed was 18 years of successful growth.
In 2024:
This respected organization – LEAD Brevard -- had, over time, inherited responsibilities—and several important programs of work—that were near mission or on mission; but because of the diversity of partners and entities associated with various efforts, this still served to diffuse brand. We found that some of the programs that were so appreciated by participants became the talking points. And LEAD Brevard, in its generosity to Sponsors and Partners, tended to put them first.
Our challenge was to once again make the position of the organization distinct, clear and understandable to its constituencies, county government and the general public.
We created a two-fold solution.
POWERED BY LEAD
The POWERED BY LEAD phrase has become ubiquitous by design, elevating the ongoing contributions of this effective organization offering leadership opportunities.
It helps across multiple communication venues and vehicles, illuminating the difference between PROGRAM, SPONSORS, HOSTS, CONTRIBUTORS and LEAD Brevard--the organization responsible for envisioning, forming and executing to bring the program to life.
A SET OF KEY VISUAL IDENTIFIERS
We created a series of related visual program identifiers that linked clearly to the parent organization, but also gave each program a separate personality through identifying graphics...this is helping audiences to understand the breath of the programs and initiatives and helps LEAD leadership define the unique differences between them.
OVERVIEW:
Ensure the ability of LEAD Brevard, a leadership and community development organization, to sustain momentum and contributions and brand identity while growing new and diverse initiatives and programs the community needs.
AUDIENCES:
Brevard County’s business and civic community, new and mature leaders, and newcomers to Brevard.
FOCUS
Strategically strengthen the day-day promotions and communications of LEAD Brevard, through a simple and strategic statement/brand addition, helping to preserve the organization’s ability to serve and help it efforts to effectively activate member and sponsor base.
Art & Algorithms was a labor of community love, but for strong economic development purposes.
Other cities in the world have used arts and culture as a catalyst to help regenerate communities or to stimulate tourism, benefiting both the visitors and the local economy.
GOAL SETTING
This digital arts event reached younger age groups than traditionally have been attracted to arts festivals in this region. One of the goals was to provide a growing portrait of the area as welcoming and exciting for young professionals in the technical, digital arts to help create a healthy talent pipeline.
In the first year, we were successful in reaching balanced inquiry across the following three important Facebook demos:
18-24 22.21%
25-34 26.22%
35-44 20.61%
As percent of audience, this 69.04% engagement rate across the 18-44 demographic, represents 34.7% increase. In the coveted 18-34 age group, the reach represents more than 140% increase of interest by this age group for arts festival events, over traditional arts/recent history of festival events.
BENCHMARKS
Art & Algorithms has benchmarks, including Ars Electronica, which is a European festival in the digital arts, which grew from a startup festival event to a contemporary digital arts engine, and boasts a center of excellence, year-round projects on the edges of the latest digital thinking, and a robust attendance both for the festival and year round at the center. Additionally, this festival garners a large group of media and bloggers in digital development and it serves as a model for development locally/regionally for this leverage event.
PARTNERS
Art & Algorithms was a collaborative effort presented by Greater Titusville Renaissance in association with the Titusville Area Chamber of Commerce, Brevard Cultural Alliance and the City of Titusville Florida. Sponsored by Waste Management, Space Coast Office of Tourism, Parrish Medical Center, Bright House Networks, Florida Today Communications, Kennedy Center Visitors Complex and many more partners, including Brandt Ronat. Monster Media, Delaware North Companies, Brevard Public Schools and Florida Institute of Technology.
SUMMARY
Art & Algorithms was the incubation of a smart strategy with multiple paybacks, and it was understood by the producing group as an undertaking of great potential value but would equire incubation and investment of time and expertise. The festival continued for a couple of annual iterations. An interruption, however, by a hurricane threat cancelling the festival, and the subsequent loss of community will, ended the endeavor.
Those of us who worked to bring this festival to Titusville on the Space Coast of Florida understand that the premise is sound, and the value to community is high. Ars Electronica in Lintz, Austria, has reaped the rewards of such an incubation and investment, now world renown for its annual festival event, its Grand Prix prizes, the Ars Electronica Center, FutureLab, Deep Space 8K, research, residencies and more. To study this benchmark: https://ars.electronica.art/news/en/
Art & Algorithms preceded Orlando’s Creative City Project event called Immerse, which includes within its current producing group one of our key contributors. Artists and digital producers from around the world are still counted as friends.
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Titusville Area Chamber of Commerce
and City of Titusville
Since 2015, Brandt Ronat + Co has been instrumental in branding, marketing, and promoting the region (near Kennedy Space Center) under the “Launch From Here” campaign. This initiative has significantly impacted tourism, economic development, and community engagement in Titusville and North Brevard County.
Adoption and Community Engagement Success Story: Envisioned in Titusville Area Chamber of Commerce, the Titusville Launch From Here brand can now be seen in City signage and wayfinding, mapping for the Downtown CRA district and in historic signage as well as new monument signs welcoming people to the City. Titusville branding, created by Brandt Ronat, can be seen at key kiosk locations in parks, on the City website, the Chamber website, extending to social channels and promotional collateral, including a comprehensive video library (note: this will need a link).
WHY THIS MATTERS:
· Expanded community recognition and adoption of the Titusville brand and Launch From Here tagline across multiple campaigns, initiatives, timeframes and partners.
· Strengthened tourism by emphasizing Titusville’s unique qualities as a destination for outdoor activities, arts, and innovation.
· Supported economic development through targeted messaging, boosting local engagement and external investments.
·Exemplifies Brandt Ronat + Co.’s ability to develop and sustain truly inspired and impactful, multi-faceted branding and economic development campaigns.
·Demonstrate our expertise in creating cohesive strategies that unite stakeholders, enhance community identity, and drive measurable outcomes.
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Launch From Here Campaign:
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- Developed a comprehensive branding strategy with the tagline evolving into multiple facets: Launch Your Adventures, Launch Your Career, Launch Your Business, Launch Your Family, and Launch Your Dreams.
- The campaign connected Titusville’s unique assets, such as its proximity to space exploration, eco-tourism opportunities, and thriving business environment, to broader regional and national audiences.
Outdoor Recreation and Nature Initiatives:
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- Developed marketing materials and maps and major videos promoting Titusville’s outdoor attractions, including cycling trails, eco-tourism sites, and natural parks.
- Turned these into social campaigns, website content, and shared Reels and Posting assets with partners across the community
- Garnered the support of the Brevard County Tourist Development Council, and their Visit Space Coast team
- Garnered support in major trails and cycling agencies and entities across Florida
The Welcome Center:
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- Collaborated with the City of Titusville Downtown CRA to create a Welcome Center in Titusville.
- Provided the original planning for interior display system for maps, collateral, etc.
- Created display materials for the Welcome Center, including the huge display maps on different subject and options for visitors, printed versions for handout, and digital formats for website and social.
- Created mapping assets and kiosk content for the Downtown CRA.
Collaboration and Adoption:
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- The City of Titusville and other partners officially adopted the “Launch From Here” brand mark, incorporating it across signage, promotional materials, and online platforms.
Art & Algorithms, Ride It Down (Cycling) and Other Annual Events:
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- Collaborated on branding an innovative digital arts festival, “Art & Algorithms,” showcasing the city as a hub for creativity and technology.
- Enhanced regional awareness and community participation through strategic marketing and event-specific branding efforts.
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- Created the “Ride It Down” brand and supported every major cycling event in the history of the trail system. Titusville is an official Florida Trail Town.
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Additionally, the 211 line—readily accepted as part of the infrastructure of community support—is not so routinely understood to be led by a group of dedicated professionals and volunteers, who have an incredible database of local linkages and grounded relationships that make the connection to the right help in the right time and place actually happen.
ANALYTICAL CREATIVE:
Our 211 Brevard rebranding process illustrates a focus on collaboration/engagement with leaders, review of existing communications practices and opportunities, and a study of best practices from around the nation as benchmarks for integration and action:
• DIAGNOSTICS / ANALYSIS
• STAKEHOLDER ENGAGEMENT / STRATEGY PLANNING
• STRATEGIC INTERSECTION / REBRAND RATIONALES & RECOMMENDATIONS
• MODEL DEVELOPMENT / APPLICATION/CORE BUILDOUT
• WEBSITE REVAMP / CAMPAIGN LAUNCH
• REPORTING / NEXT STEPS ACTIONS TO ENSURE SUSTAINABILITY
TIMING:
Timing was perfect for rebranding the organization and the appropriate time to illustrate value of the organization, reminding all that the help they depend on also depends on them to be part of a community of support and action.
The new look/new content, new hub site and other actions across the scope of partner support provided that opportunity to repeat the values, inroads, work efforts and successes of a 211 Brevard network of support, while providing core assets for continuing development by the 211 Brevard team.
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Rebranded Website
Health First
Health First refocused on mothers and babies and subsequently launched the new Birth Suites (a specially designed, separate entrance) facility at Holmes Regional Medical Center.
Our recommendations and efforts focused in the months preceding launch to ensuring physicians knew of the advent of the new facilities and its offerings, had materials to share with patients prior to birthing facility decisions, and that the Birthing Suites were anticipated.
The Birthing Suites information reaching physicians in the position of recommending one facility vs. another was the heart of the approach.
‘That’s Our New Baby’ theme graphic was the more public celebratory and invitation side of the campaign, and was launched closer to the actual opening date, was in materials that went to physicians groups and offices, and in routine or special other communications vehicles for Health First including news vehicles.
Brandt Ronat + Company
Marketing | Advertising Agency ‘Communicate Better’
The post Health First Birth Suites Advertising Positioning and Hospital Campaign Development | Facility Launch first appeared on .]]>Marketing | Advertising Agency ‘Communicate Better’
Serving the Space Coast, Melbourne, Merritt Island, Palm Bay, Viera, Brevard, Orlando, Tampa, Jacksonville, Boca Raton and Miami, FL in addition to Colorado, Washington DC, Georgia, Wyoming and surrounding areas. The post Space Florida: Collateral- Strategy Development / Economic Development first appeared on .]]>
The post Space Florida: Collateral- Strategy Development / Economic Development first appeared on .]]>- Billboards
- Online Banners
- Rackcards
- Admission Discount Program
- Festival Branded Merchandise
- Newspaper and Magazine Advertising
- E-Blasts
- Facebook Pay Per Click Ads
- Festival Schedule/NP Insert
- Calendar inclusion and more
Events of local interest through to international implications, such as Art of Sand, can be valuable quality of life and destination profile enhancement additions to a geo-region. Their influence, if well planned and executed, can extend to benefit a cadre of groups within a sector, city or other demographic denominator. The influence of such events extends to help build a robust tourism profile, fill in gaps in annual calendars, provide a venue for others to benefit and become a recognizable event that has the potential to "put a community on the map."
b r + c works with many coalitions, boards of directors and private-public partnerships and wants to help others build shared agendas and shared effort that benefits community. b r + c is especially proud of work it has performed in the arts/cultural sector and in helping like-minded leaders (from many economic sectors) bring their good ideas up from a seed in fertile ground. Please see Cocoa Beach Wine and Food Festival.
Brandt Ronat + Company
Marketing | Advertising Agency ‘Communicate Better’
Serving the Space Coast, Melbourne, Merritt Island, Palm Bay, Viera, Brevard, Orlando, Tampa, Jacksonville, Boca Raton and Miami, FL in addition to Colorado, Washington DC, Georgia, Wyoming and surrounding areas.
The post Art of Sand Festival Branding/Promotion / Tourism / Event Marketing / Florida first appeared on .]]>
Brandt Ronat + Company
Marketing | Advertising Agency ‘Communicate Better’
Serving the Space Coast, Melbourne, Merritt Island, Palm Bay, Viera, Brevard, Orlando, Tampa, Jacksonville, Boca Raton and Miami, FL in addition to Colorado, Washington DC, Georgia, Wyoming and surrounding areas.
Florida’s i2 Accelerator was launched in early 2011 to provide promising technology companies in Florida accelerated access to industry and capital. Since launching the i2 program, over 150 companies have participated, with 34 companies selected to participate in the i2 Showcase. i2 has quickly grown into a “front door” for growth-based technology companies to identify and access the rich array of technology entrepreneurship resources, industry partners, and investors that are located throughout Florida.
The cornerstone partners are the TRDA Business Innovation Center, Startup America, and Space Florida.
Brandt Ronat + Company
Marketing | Advertising Agency ‘Communicate Better’
Serving the Space Coast, Melbourne, Merritt Island, Palm Bay, Viera, Brevard, Orlando, Tampa, Jacksonville, Boca Raton and Miami, FL in addition to Colorado, Washington DC, Georgia, Wyoming and surrounding areas.
The post IGNITING INNOVATION I-2: Brand and Website Development for Aerospace | Aviation | Clean Alternative Energy | Biotech | Homeland Security first appeared on .]]>
