When you compete with Boston and San Jose for jobs and investment and you want to attract large-scale foreign investment, your story and your brand matter. The Opportunity Austin brand has lifted the five-county Austin region into a new arena in its core industries and among area stakeholders. The five “surge bars” and colors of the brand mark reflect the five partner counties of the region.
BRAND DNA
- Target audience
- For stakeholders in the greater Austin business community, from new economy superstars to ambitious young startups,
- Frame of reference
- Opportunity Austin, the EDO fostering innovation, investment, career paths, and livability for 5 counties and 22 communities in the Austin Region,
- point-of-difference
- collaborates to capture global opportunities with strong local stewardship,
- Benefit
- giving you a force multiplier to achieve enduring success.
Regional Challenge:
Regionalism is the future, but regionalism doesn’t come easy. OA had a vision to achieve regional unity. As the EDO established independence from the Chamber, it knew it needed to make a statement about the collective region and itself as a service provider.
brand solution:
After exhaustive stakeholder engagement and outside market perception research, North Star saw the opportunity to position OA as a challenger brand to Boston and San Jose, both larger, more expensive markets. The bold new identity and brand position have given Austin a new edge as competition intensifies.
