From Flyover to Destination
Positioning KC for the future and a rightful place to be.
BRAND STRATEGY • BRAND IDENTITY • COMMUNICATIONS • ENVIRONMENTAL • DIGITAL • PACKAGING • ADVERTISING
Willoughby partnered with The Kansas City Convention & Visitors Association (KCCVA) to position, design and launch a new tourism brand. The new logo, brand identity and mission was created “to ignite global passion for visiting Kansas City.”
The visual identity is a reflection of what Kansas City has become known for over the past decade: A vibrant creative crossroads with a world class arts and entertainment scene. The brand elements remain grounded in the city’s welcoming Midwestern values.
Kansas City has experienced an arts and entertainment renaissance over the past decade. Visit KC puts out the welcome mat.
Kansas City is the only destination with a distinct cosmopolitan energy that is anchored in fun, friendly, midwestern hospitality.
The 2012 MLB All-Star Game provided a once-in-a-generation opportunity to welcome baseball fans from all over the world to Kansas City. Designed around the VisitKC.com Spark, a symbol inspired by the energy that happens when KC’s friendly, BBQ and baseball-loving roots merge with our ever-growing culture of innovation, entrepreneurship, arts and entertainment, the FanatiKCs campaign was created to show that Kansas Citians are FanatiKCs when it comes to baseball and our hometown.