The Eastern Band of Cherokee Indians’ governing entity came to Americaneagle.com with a week’s notice to put together a brand new traditional marketing campaign and present it in person. Our digital marketing strategists came up with the new campaign slogan “Live. Breathe. Visit. Cherokee.” and I worked to enhance the existing brand, and show life and movement through the creative.

BRANDING | TRADITIONAL MARKETING DESIGN

To kick off the new campaign look, I started with searching for new fonts that could eventually be mixed into the existing branding, and then playing with the styling to bring movement, life and breath to the look. It was important to play with this idea since one of the main goals of the EBCI governing entity is to attract the public to their site, not only for educational opportunities, but to discover all that Cherokee offers--the many indoor and outdoor attractions and activities, and to show that they are a living and active tribe.

The inspiring word was “breathe.” I chose to bend, stretch and contract each word around each other to play off of the shape of the mountains, flow of the river and the living/breathing tribe. I also chose to pierce the font with grain speckles to add to the concept of breath, easy going, and non-restrictive movement. To keep the new campaign wordmark in-line with current branding, I also chose to keep the feather/mountain icon at the top of the wordmark.

Live. Breathe. Visit. Cherokee can be locked up all in one wordmark, or separated individually.

To show EBCI how this new campaign would look in the real world, I had to go beyond a new wordmark and create an updated, refreshed look to go with it in everything from ads, to billboards, trail signage, etc. I introduced new shapes that are inspired by Cherokee art seen in basket weaving and clothing, and used colors seen in the nature around them, and again, through their art. This new look still compliments the current branding, and adds more visual interest to each piece.