Johnson City, TN was named Brand of the Year at the September 2019 Savvy Awards by the City-County Communications & Marketing Association (3CMA), the nation’s premier network of local government communicators. North Star recently completed a research, strategy and branding initiative for Johnson City, culminating in the development of its new community-wide ‘Go. All. Out.’ brand.

The 3CMA’s 2019 Savvy Awards recognize outstanding local government achievements in communications, public-sector marketing, and citizen-government relationships. The Savvies salute skilled and effective city, county, agency, or district professionals who have creatively planned and carried out successful innovations in communications and marketing.

Johnson City’s brand shines a light on the area as the outdoor, commercial, educational and cultural hub of Northeast Tennessee. Johnson City’s new identity incorporates the mountains in its logo, embracing and promoting itself as an outdoor destination that celebrates its authenticity, culture and self-sufficiency.

“Our new city brand allows us to more effectively communicate to our citizens, as well as those outside of our area, what sets Johnson City apart and why people should want to live or do business here,” states Johnson City Director of Communications & Marketing Keisha Shoun. “We’re honored that 3CMA has recognized our new brand, as it truly defines our essence – that here in Johnson City, we Go. All. Out.”

The city is working to roll out new brand elements throughout the community and is using ‘Go. All. Out.’ as a call to action to get outdoors, do your best and become involved. It is an invitation to explore the city’s mountain setting and economic opportunity. It also encourages innovative thinking and a spirit of perseverance and resiliency.

North Star is proud to be part of Johnson City’s recognition by the 3CMA.  You can learn more about the work we did for Johnson City by viewing our case study.