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Lexington ad agency Coomer recently had the amazing task of branding and promoting the Western and Central region of Kentucky for Team Kentucky (Kentucky’s governmental wing to promote economic growth). While Lexington and Louisville have bourbon and horse racing, Western and Central Kentucky is the home of the Corvette museum, world-famous bluegrass, epic antiquing, the quilt capitol of the world, gorgeous canoeing and hiking, the largest underground cave system in the world, and last but not least: barbecue.
The Coomer team dubbed the historic region the “Kentucky Americana Triangle: Quilts, Cars, and Guitars.” Kentucky Americana Triangle includes Bowling Green, Mammoth Cave, Paducah, Owensboro, and Henderson.
To encourage tourism in the region, Coomer and Team Kentucky wanted to create a brand identity, tourism guide, and website. Coomer brought Hoodzpah on to spearhead the art direction and creative execution of their strategic vision. As former Kentucky southern belles (hi, it’s me Amy) who grew up in Bowling Green, KY, we have a special place in our heart for the region. With the help of amazing collaborators, we knew we could authentically celebrate all the region has to offer.
Ana Maldonado-Coomer, Coomer: Group Creative Direction
David Coomer: Head of Brand Strategy
Madeleine Stone, Coomer: Account Planner
Ella Brown, Coomer: Associate Project Manager
Amy Hood, Hoodzpah: Art Direction, Principle Design, and Illustration
David Vawter: Copywriting
Jennifer Hood, Hoodzpah: Illustration
Bea Morgan, Hoodzpah: Illustration
Van Berkemeyer: Illustration
Jessica Jaskiewicz: Illustration
Creative Flame: Webflow Design and Development
Victoria Alvarez: Editorial Layout
Jose Sojo, Hoodzpah: Animations
“…this is a visual feast but, more importantly, it exudes a kind of wholesome joy that is very inviting and that highlights all the lesser-known treasures of this side of Kentucky that don’t get as much publicity as its horse- and bourbon-fueled counterparts.”
— Armin Vit
The Kentucky Americana Triangle logo and brand identity is as welcoming as a “Hey y’all”, as vibrant as the crowds at Ellis Park Raceway, as charming as Main Street in Downtown Henderson
The custom type monogram features stars for counters and sweeping ball terminal swashes. The tone of voice is casual and the typography and illustrations have that charming “yesteryear” feel. The primary brand colors are Bluegrass Blue and ‘Vette Red set against Mother-of-Pearl Cream. The retro-inspired supporting color palette lend a vibrancy to the gestural matchbook style illustrations.
For the Kentucky Americana Triangle guide book we drew inspiration from classic Americana ephemera found in the region: bluegrass posters, restaurant and motel matchbooks, souvenir scarfs, and travel postcards.
When working with different cities, municipalities, and businesses on a project like this, it can be hard to source consistent, high quality photography. The answer was in our ephemera inspiration: custom, charming, Americana-inspired illustrations that are Baxter Lane meets IMPKO pennant. We created 25 custom illustrations celebrating each location plus an illustrated cover. The goal was that the guide book, available through the microsite and partner travel companies, becomes a keepsake worthy of the coffee table, beckoning travels back to visit.
Regional Ephemera Inspiration
Besides the new guidebook, a new micro-site and marketing collateral were a must. Rack cards and posters were designed for placement in rest stops and tourism centers around the state.
