St. Johns County Commissioners recently announced the launch of a new countywide brand developed to showcase and reflect the unique assets of the community. The new brand, created based on extensive community research, highlights the attributes that make St. Johns County unique, including its waterways, natural resources, history, and abundant opportunities for outdoor activities. The brand embodies those assets with its tagline – Florida at First Sight.
Isabelle Renault, President and CEO of the St. Johns County Chamber of Commerce spoke at a recent County Commission meeting in support of the project. She said, “I want to congratulate you and thank you for the research that has resulted in this inaugural brand for St. Johns County. First, as the Chamber of Commerce, I want to let you know that we really appreciate seeing that this brand was developed by a local business since they are invested in our community. Your branding consultant captured the input and turned it into a critical tool for promoting St. Johns County and communicating who we are. The new brand allows us to have a stronger and more modern unified voice and is versatile enough to work across a wide range of uses. In fact, it will elevate our joint economic development efforts as we partner with this commission to tell the St. Johns County business success story. These efforts will help bring additional desirable, targeted businesses here to St. Johns County, which in return will bring high-wage jobs for residents, adding to St. Johns County’s quality of life.”
Renault went on to say, “In addition, the nature and architectural elements highlighted in the logos lend themselves to share our tourism success story as well. I want people to understand that this branding effort is more than a logo. Not only it is a necessity for telling the story of who we are today, but it also serves as a launch pad in guiding future initiatives as we continue to strategically refine who we will be tomorrow.”
The new brand, designed by St. Augustine-based company Future Friends, will be used throughout the various county departments, and implemented in phases. In the coming months, residents can expect to start seeing the new branding reflected on the county website, social media, vehicles, and staff uniforms. The county seal will remain in use and will be limited primarily to official records and documents pertaining to the St. Johns County Board of County Commissioners.
The new brand will also be at the forefront of St. Johns County's economic development efforts when marketing to potential businesses looking to relocate or expand in St. Johns County. These marketing efforts aim to provide more high-wage jobs for St. Johns County residents and increase the county's commercial tax base. Having a brand that highlights the natural and historical assets of the community will strengthen that effort.
The branding project has been supported and funded in part by the St. Johns County Industrial Development Authority (IDA). "In St. Johns County's 200-plus year history, this is the first time that a brand has been developed for the county," said Hunter Conrad, County Administrator for St. Johns County. "We are incredibly grateful for the community support and feedback as well as the St. Johns County IDA for supporting this important initiative in helping us build a professional brand that conveys our values as a county."
"The St. Johns County IDA is proud to support this branding endeavor," said Kevin Kennedy, chair of the St. Johns County IDA. "This new brand will further enhance the county's focus on economic development, helping to create an even better quality of life for the residents in our community."