Growing Opportunities on California’s Monterey Bay
← Back to Brand Discovery | Phase II: Creative Execution
City of Watsonville, California Brand Identity and Economic Development Business Recruitment Materials
The City of Watsonville California hired Gerardot & Co. to help brand its economic development efforts. Watsonville was in the early stages of making a monumental shift from its mostly agricultural economy to a more diverse mix of light manufacturing and sustainable energy technologies. Also underway was an aggressive effort to attract new investment and national retailers to fill its once thriving, historic downtown storefronts that now stood mostly vacant.
Solution:
During our research and discovery phase, we found a central theme that seemed to be the common thread that stitched this community together. In interview after interview with business owners, government officials and most importantly with individuals from outside the city, we heard about the rich history of migrant workers who came to America and the fertile Valley on the Monterey Bay to make a new beginning. Watsonville was a true microcosm of the great American melting pot, a city rich with Growing Opportunities
Brand Identity:
In developing visual concepts that would represent Watsonville’s shift to a more industrial and green energy focus, we felt strongly that it was important not to forget Watsonville’s rich agricultural history. After a couple of rough drafts, we designed a fun and energetic logomark that seemed to burst from the green rolling hills of the Pajaro Valley. Radiating from its center are three figures that represent the past, future and present generations of people that came to Watsonville. The foliage of this iconic, tree-like structure is made up gears that are diverse in size, shape and pupose, but they all seem to be working together for a common cause.
Print Collateral & Website:
While all materials share the common theme of “Growing Opportunities”, the specific focus of the printed materials is Watsonville’s central location on the Monterey Bay. Just minutes from the beach and nestled at the foot of the Santa Cruz Mountain range, Watsonville offers residents amazing opportunities to enjoy nature and unprecedented access to interstate. Watsonville’s Economic Development Website was developed to be a resource for new and prospective businesses, guiding them through the process of starting or moving a business there. GrowinWatsonville.com is also a central resource for businesses to search for available commercial real estate space, aggregating live feeds from broker sites in the region. Watsonville residents (or soon-to-be residents) can also search for available jobs and homes in the area.
Results:
Since its launch, GrowinWatsonville.com has been very well received by the business community, local government and residents. Never before had such a deep resource for economic development in Watsonville existed in one place. The Economic Development Manager has fielded several inquiries from new businesses interested in moving to Watsonville and open several doors with national retailers because of Watsonville’s renewed energy and focused repositioning of its brand image.
