Kentucky Americana Triangle Brand Identity & Tourism Guide

How many chances do you get to brand a geographic region?

Coomer (the Lexington ad agency) had the amazing task of branding and promoting the Western and Central region of Kentucky for Team Kentucky, Kentucky’s governmental wing to promote state unity, tourism, and economic growth. While Lexington and Louisville have bourbon and horse racing, Western and Central Kentucky is home to a slew of must-see destinations, culinary specialties, and hidden gem attractions: The quilt capitol of the world, the home of the Corvette museum, world-famous horse racing and bourbon, world-famous bluegrass, antiquing galore, gorgeous canoeing and hiking, the largest underground cave system in the world, a castle in a national park, and last but not least barbeque.

The Coomer team coined the historic region “Kentucky’s Americana Triangle: Quilts, Cars, and Guitars.” To encourage tourism to the region, Coomer and Team Kentucky wanted to create a brand, tourism guide, and micro website celebrating all the stops visitors will find when they visit Kentucky’s Americana Triangle. Coomer tapped our team in to spearhead the art direction and 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. We knew we could authentically celebrate all the region has to offer from Bowling Green, Mammoth Cave, Paducah, Owensboro, and Henderson.

Credits

Coomer: Strategy, Creative Direction
Hoodzpah: Art Direction, Design, Illustration

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 Jaskewitz: Illustration
Crystal Jones, Creative Flame: Webflow Design and Development
Victoria Alvarez: Editorial Layout

Scope

— Art Direction

— Logo Identity
— Type & Color
— Illustration System
— Editorial Design & Layout

— Collateral: Ads, Posters, Rack Cards

Logo & Brand Identity System

The Kentucky Americana Triangle logo and brand identity system is quintessentially Southern Americana:

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 “KY” 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.

Regional Ephemera Inspiration

Kentucky Americana Triangle Ephemera Inspiration

“Kentucky Americana Triangle: Quilts, Cars, and Guitars” Guide Book

KY Americana Triangle Magazine Cover checkered 2400px

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. The illustrated guidebook is a keepsake that readers will want to display on their coffee table, and will remind them they’re overdue for a trip to one of KYAT’s local wonders.

Marketing Collateral

To help promote the region and the new guidebook and new website and strategically planned marketing collateral were a must. Rack cards and posters were designed for placement in rest stops and tourism centers around the state.

Kentucky Americana Triangle illustrations 05

The microsite makes it easy for visitors to plan their trip to each region. Designed and developed by Crystal Jones of Creative Flame, the microsite pushes web traffic to the five featured cities—Bowling Green, Henderson, Edmonson County and Mammoth Cave, Owensboro, and Paducah— to generate cross promotion.

Plan your visit to Kentucky’s Americana Triangle today!