The Oklahoma State Brand implementation initiative was created by Lieutenant Governor Matt Pinnell to increase the state of Oklahoma’s brand awareness through creative design and merchandising while raising money for state educator grants.
Situational Analysis
Oklahoma introduced its new brand and tagline, “Imagine That,” designed to showcase the state’s unexpected appeal and serve as a unifying message for living, visiting, working, and playing. Recognizing the need to build awareness and understanding of this new identity, the Lieutenant Governor’s Office engaged Freestyle to assist with statewide brand implementation and awareness initiatives. The core challenge was to introduce and embed this new brand and its meaning within the state and beyond.
Goals
The primary goals of the state brand implementation were to significantly increase overall brand awareness of Oklahoma, to cultivate a positive affinity and emotional connection towards the state brand among residents and potential visitors and to drive higher levels of positive engagement with the Oklahoma brand across various platforms and among different audiences.
Creative
The creative implementation leveraged the appeal of Oklahoma’s brand to reach diverse demographics. Tactics included establishing new social media channels to serve as a central hub for state information and brand merchandise promotion. Additionally, a series of visually striking posters showcasing Oklahoma’s scenic beauty, incorporating the new logo and tagline, were created for distribution to state agencies and key stakeholders. To engage a younger audience and tap into imagination, a downloadable coloring book was developed, featuring state symbols and landmarks while explaining the brand’s visual elements.
