GOAL: The Oconomowoc Downtown , once an area where many prominent east coast families established summer residences around the city’s two lakes, started to lose a strong sense of place over the years. The goal of the new branding was to raise awareness of Downtown Oconomowoc’s attributes as a robust, active and vital area to visit and help bring the downtown area back to a higher level of prominence.
RESULTS: Research revealed the perception of the area as a center for festivals, food, events and creativity, as well as a recreational area situated between two lakes. The new logomark symbolizes a center of activity and utilizes the five “o’s” from the city name. Bright bold colors were used to signify the vitality of the area while the deep blue tied to the beauty of the lakes. The tagline phrase “The heart of lake country” gives emphasis to the artistic heritage of the Downtown, and makes reference to its unique location. A comprehensive signage program was developed as well as street banners, downtown guide, sculpture and advertising.
