Revel has had a longstanding partnership with Visit Springfield, developing campaigns that celebrate the spirit of our region. Previous projects include three statewide tourism ad campaigns that resulted in significant increases in occupancy rates in Springfield (See the case study here). When the opportunity to present a proposal for Visit Springfield’s rebrand arose, we were overjoyed to be selected to carry out the project.

The rebranding process was rooted in a deep understanding of the community’s voice. Visit Springfield collaborated with Heart and Mind Strategies to conduct surveys, interviews, and focus groups with residents and visitors. This research revealed key insights about Springfield’s essence: it is a city defined not by one feature but by many hidden gems, offering both urban amenities and outdoor adventures. 

Leveraging the research findings, we set out to craft a brand that encapsulated these unique aspects of Springfield. The new logo captures the duality of the city—its balance of urban and natural attractions—while also representing Springfield’s aspirations for the future. It acknowledges where Springfield stands today while paving the way for where the city wants to go as a community.

We worked closely with local copywriter Sarah Jenkins to develop brand messaging that speaks directly to Springfield’s diverse audiences. The result was a cohesive and authentic narrative that resonated with both locals and visitors.

Our collaboration didn’t end with the design. We worked hand-in-hand with Visit Springfield to roll out the new brand to the community in impactful ways, including billboards, environmental graphics in the mall and around downtown, digital experiences, and a custom brand rollout video. Visit Springfield even used drones to display the new logo across the sky during the annual Mayor’s Tree Lighting event downtown.

We ensured every touchpoint reinforced the brand’s promise and invited audiences to explore Springfield’s hidden gems.