2022-2023 CAMPAIGN GUIDE
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SECTIONS
INTRODUCTION
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How to Use This Guide Campaign Story Our Audience BRANDING
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Messaging Badges Color Typography Photography PULLING IT ALL TOGETHER
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Anatomy of an Ad Layout Examples
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HOW TO USE THIS GUIDE
The Play Like a Local campaign is playful, friendly, and eye-catching, as well as clean and modern. Within these pages, you will find the guidance needed to successfully create collateral for the campaign that reflects these values and keeps the branding of the campaign consistent.
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CAMPAIGN STORY
A high-desert town with a rich western heritage and an iconic scenic setting in the Grand Valley, Fruita has established itself as a landing place for those looking to adventure off the beaten path. Just 10 miles northwest of Grand Junction, Fruita offers quick access to some of the Grand Valley’s most sought after destinations and sights, creating year-round intrigue for locals and visitors alike. Known as a mountain biker’s haven, Fruita has no problem drawing in visitors from across the country to experience their world class trails. However, there is so much more to Fruita. Fruita is “a community of choice”, where residents build community intentionally and there’s a palpable sense of familiarity and local pride. There’s a quality of life in Fruita that you simply won’t find anywhere else, and the people of Fruita have been very intentional about fostering it. This quality of life for locals translates directly to the quality of experience for visitors. In Fruita, guests are treated like locals, and they’re encouraged to immerse themselves in public lands and given warm welcomes at the many locally owned and loved businesses, including restaurants, breweries, shops, and more. WE ARE
Welcoming, Bold, Fun, Vibrant, Unique Family Friendly, Approachable, Authentic 5
AUDIENCES
Families with Kids
Denver/Front Range/SLC The Martinez family, interested in memorable, photo-worthy getaways for their family of four. Most interested in kid-friendly, outdoor activities away from screens and over-saturated, pricey tourist destinations. They enjoy both camping and choosing a comfy VRBO during winter. The Martinez family wants to have a variety of activities to explore in a singular location–they value their time above all and don’t want to waste any of it in the car, waiting in lines or getting lost. They want to be comfortable wherever they go, so planning is of the utmost importance so they can manage the expectations of each family member. 6
Boomers
Adventure Seekers
Kathy and Bill are interested in vacations and day trips that offer new-to-them experiences while still making them feel at home. Prerequisites include good weather, good food, and good coffee. They love sticking to a good itinerary, especially when it contains any chance to learn something new (museums) or meet someone new (happy hour.) True to their nature, the couple loves a good B&B, as it’s a chance to talk to other travelers. While they’re averse to technology, they are willing to scan a QR code to get the information they want or instant access to activities.
Matthew came to urban Colorado from the East Coast to explore new terrains. He’s interested in finding the best rides, big adventures, and new friends. He tends to avoid touristy locations because he’s interested in living like a local. When he finds a spot he loves, he’ll return over and over again. But to avoid the monotony of reliving the same experience he seeks out ways he can explore at different days, times, and seasons. He’s used to the fast pace of city life yet he tries to slow down when he’s exploring new places. And while that usually involves camping, being close to evening activities could push Matthew into other overnight options
Denver/Front Range/SLC
Denver/Front Range/SLC
AUDIENCES
Locals Fruita
Jess & Josh call Fruita home, so they’re most interested and invested in what happens in their community. They live here because it’s one of the last bits of pure Colorado. And they want to keep it that way. When they’re not working, they live outside, knowing the best times to see and do everything in Fruita. While they love to ride mid-week and off-season, they try to connect with tourists too -- hoping they can encourage outsiders, respectfully, to leave Fruita the way they found it. Their hope for Fruita’s future is that it’s a place where locals and tourists alike can share adventures for years to come.
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OUR VALUE PROPOSITION
When we encourage both visitors and locals to play outdoors, connect with each other, and respect the land, we foster a vibrant, welcoming, and healthy community. 8
MESSAGING
Slow down to speed up Don’t just visit, play like a local This is rush hour Come for a visit, settle in like a local Love the land Being here is never work The best time is now Eat, sleep, play, & repeat like a local Enjoy the ride
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BRANDING
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BRAND BADGES The badges can be used to replace both the primary logo or work with the primary Fruita logo on collateral and ads. These should speak to the associated photography. When possible, full color should be used, one color and knockout badges are to be used when no photo is present and the background is a solid color, Badges can be shown in any color that matches the mood and vibe of the messaging. Words outside this library should not be added into a badge form.
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BRAND BADGES | ONE COLOR
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BRAND BADGES | ONE COLOR
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IMPROPER BADGE USAGE
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Maintain the badge ratios, do not stretch or pull the badges.
Badges should never be used in any color outside the primary palette, white, or black.
Badges should always speak to the photograph they are accompanied with.
Do not inverse the badge so that the background is a solid color.
When placed over a photo, white, or fullcolor badges with a white background should always be used.
Never place the badge over the subject of the photo.
COLOR P RI MA RY COLOR S In any brand, one of the most important elements is color. Keeping consistent, color palettes can bring a brand to life.
SUNSET #E08B56
The color palette for the Play Like a Local reflects the bright, warm, and friendly vibe of the campaign.
RIVER #69C5B4
ROCK RED #F27062
PINE
SUN
BLUE BIRD
#00654C
#FFE46B
#01AFE9
S E C ONDARY COLO RS
OV E R L AY G R A D I E NTS
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TYPOGRAPHY
Play Like a Local. FRUITA COLORADO
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TYPOGRAPHY
HEADLINES & CALLOUTS
New Spirit
TRACKING 0 | Titlecase
SUB-HEADLINE
MONTSERRAT BOLD TRACKING 50 | UPPERCASE
BODY COPY
Proxima Nova
FONT USAGE Consistent type and font usage is important in any brand. Please follow these guidelines to ensure the pieces you make are consistent with the brand.
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PHOTOGRAPHY
Come fo visit, set like a lo
I MAG ES & OV E R L AY S Because imagery is an important part of the campaign, it is essential to keep the photos high-quality and on-brand. Whenever possible, try to use a variety of ethnicities, gender expressions, and ages to reflect the various target audiences of the campaign. Tight shots of people should be mixed with wide angle and group shots, combined with stunning Fruita landscapes and scenery. Do not use photos that have been tinted or put filters on any photos, outside of the provided overlays. Photography can be collaged, and paired with brand elements, to create a friendly diverse feel.
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or a tle in ocal
Don’t just visit, play like a local
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PULLING IT ALL TOGETHER
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ANATOMY OF AN AD
C A D L AY E R S & P L AC E M E NT S
B D A
A. Photography should include a clear subject and the photo should be the main focus of the ad. B. Choose an overlay that matches the season and tone of the photo. The blend mode of the overlay should be set to color with an opacity of 70-80%. C. Add a badge with a verb that matches the photo. Place it in a way that does not impede the subject of the photo. D. Optional Fruita logo can be added depending on where the ad will be placed. The Fruita logo should always be added centered, underneath the badge.
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DIGITAL AD EXAMPLES
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SOCIAL AD EXAMPLES
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This guide is to be followed in order to support strong, consistent, and clear messaging in support of the Play Like a Local campaign and brand portrayal.
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Please contact: gofruitaco@gmail.com or our marketing agency, Colvita Creative, at hello@colvitacreative.com for campaign usage approval and any further questions
