Case Study: Town of Prescott redefines its tourism brand with Alphabet®

Town of Prescott redefines its brand with Alphabet after engaging 30 stakeholders

The Town of Prescott sought to transition from its traditional identity as a historic "Fort Town" into a vibrant waterfront tourism destination. To guide this change, the town partnered with Alphabet® to overcome its fragmented brand, which was characterized by multiple logos and unclear messaging that failed to reflect its well-rounded community and future potential.

Alphabet® addressed this by developing a comprehensive new brand strategy, messaging framework, and visual identity centered on the unexpected discoveries Prescott offers. The solution included brand pillars and values built around the core sentiment "You're in for a surprise," creating a flexible and cohesive identity to unite all town sectors. The new modern brand successfully captures the energy of the town's transition while staying grounded in its small-town values, redefining Prescott for visitors, businesses, and residents.

Town of Prescott