HDK Brand: Kissimmee, Florida is best known for its proximity to Walt Disney World and other area theme parks, but it’s history goes back to the mid 19th century as the heart of Central Florida’s cattle-ranching frontier. Its heritage can still be found today in a well preserved downtown National Register Historic District and in a local cowboy culture and the Silver Spurs Rodeo, the largest rodeo east of the Mississippi.
HDK Logo: In 1998 Matt Merkel was selected to develop a graphic identity program for Kissimmee’s newly formed CRA. The logo was designed to reflect the region’s heritage and the character of Old Kissimmee’s authentic turn-of-the-century frontier architecture.
Communications Collateral: Textured brick, scrollwork, western fonts and cowboy graphics were used on stationery, media kits, newsletters and brochures, maintaining a consistent identity through all communications channels. Quarterly newsletters informed downtown merchants and property owners of every phase of planning and construction during the 2-yr long streetscape and wayfinding improvement project.
Signage and Wayfinding: As part of the Broadway Streetscape Project, Matt Merkel worked with other associates to develop a comprehensive signage program including custom identity markers, directional signs, street signs, ornamental lamp posts, custom manhole covers and a 75-foot main gateway arch at the intersection of U.S. Highways 441 and 192.
Marketing Brochures: The CRA partnered with Kissimmee’s Downtown Business Association and the Osceola County Chamber of Commerce to create marketing materials designed to promote economic development and to increase visitorship throughout the region. Agency initiatives helped to launch and grow a new eco-tourism industry, enhancing and diversifying the region’s tourism economy.
Brand Equity: Still in use after over 12 years, HDK’s brand longevity is well established. The brand’s equity has been well leveraged through multi-media channels and an integrated wayfinding system which has helped to define and revitalize the district, attracting new businesses and development and remaking Downtown Kissimmee into a vibrant and popular destination for visitors and residents alike.