Identity PresentationT · Oldham County Economic Development Authority | Identity Presentation 1.0 | August 9, 2007 | Booms Creative Inc. | Ross Culbert & Lavery, Inc. page 1 Identity

Oldham County Economic Development Authority | Identity Presentation 1.0 | August 9, 2007 | Booms Creative Inc. | Ross Culbert & Lavery, Inc. page 1

Identity Presentation

The purpose of this initial creative presentation is to determine a marketing

direction — one that will serve all aspects of the development (office, retail,

residential, hospitality...) and be applicable to all potential marketing avenues

(website, advertising, signage...). One or more of the offerings may satisfy all of the above

requirements, or perhaps it will be a combination of ideas (the name from one and the

logo from another) — the goal of today’s exercise is to build a consensus with regard to

the message and look with which we want to go to market.

With 1000 acres and several potential end uses (office, retail, residential...), the new name

must be “tasteful” enough to communicate an Oldham County location and “generic”

enough to work across all real estate sectors. Therefore, Quantum MetroPlex is not

appropriate, nor is The Gables at Babbling Brook.

Another consideration when crafting a name other than one containing Oldham, is the

number of similar names that would appear when “googling.” Thus, BlueGrass

Corporate Park is not a good choice because there is undoubtedly a BlueGrass Bowling

Alley, BlueGrass Nail Salon, BlueGrass Liquors...we do not want to appear “common.”


We also want to avoid names that at first glance could be confused with existing area real

estate developments (studied the Business First Book of Lists — Top Office Complexes,

Industrial Complexes, and residential developments to avoid conflicts). It would, however,

be foolish to rule out “all” previously used words — for instance the word ”park.”

Eden Park made us think of a previous assignment for an upscale retail center in

suburban Cleveland (Eton Square). Eton Park is better than Eden Park, but I still hear

“Eat-N-Park” (a national fast-food chain). The name Eton pushed us in the direction of

“English” names — after all, Oldham is English, as is the majority of the area’s ancestry.

From Greenwich, Connecticut to Canterbury Country Club in Cleveland, English names

permeate the US landscape and are usually associated with exclusive areas and highly

respected institutions.

Other areas we explored were names that have a story behind them that can be used to

our advantage marketing wise (both in the short and long-term), more literal names that

relate to the location and topography, and of course, names that capitalize on the existing

“brand equity” associated with the name “Oldham.”


Enfield Where business is first nature.

Starting with a clean slate, the creation of a new name is best approached by ruling out what doesn’t work. Forward thinking modern names (Paragon, Spectrum, Meridian...) tend to sound like companies rather than a “place” of business. Others conflict with existing area developments (Summit) and descriptive “landscape” names do not provide an appropriate business platform. The “eastside” location was a direction we explored (pun intended) and considered Easthaven as a possibility. Keith mentioned a competing project (Eastpointe), so we scrapped any potential name beginning with “east” — however, it did lead us to Enfield.

It is an easy to pronounce name that conjures up a feeling of “open space,” it is English in origin (section on the outskirts of London), there are no conflicts locally or otherwise (town in Connecticut), and it has an upscale feel compatible with Oldham. It works for all sectors and can be used alone or with modifiers (Enfield Town Square). The tagline “Where business is first nature” simultaneously gives priority to the business acreage and the natural surroundings.


EnfielDCOR POR AT E

PA RK


Corporate Park

Country Club

Terrace Estates

Executive Name HereVice President, Sales

[email protected] tel 123-456-7899 fax 123-456-0987 mobile

1234 Corporate Drive, Suite 123, LaGrange, KY 67890

Corporate Park

Country Club

Terrace Estates

Where business is first nature.


Corporate Park

Country Club

Terrace Estates

Corporate Park

Country Club

Terrace Estates


The Gateway Addressing the future.

Despite having ruled out Paragon, Spectrum, Meridian, Summit...in the previous exercise, we still wanted to craft a name that expanded the Oldham story — taking it from a local business park to one that could be promoted on a regional, national, or global stage. This precluded any offerings utilizing “Louisville” or “Kentucky” — too small a pond. International, global...are words associated with logistical parks and warehouse facilities — commerce, executive...are words that cannot crossover for retail and residential applications.

“The Gateway” has the global appeal we are looking for (like the Embarcadero in San Francisco), we are located on the eastside which is the gateway to Louisville (St. Louis Arch is the gateway to the west), and the word “gate” has positive connotations (the exclusivity of a gated community). Like Enfield, it can be used by itself or with modifiers “Oldham Corporate Park at The Gateway.” The tagline “Addressing the future” gives the impression that the OCEDA/OLDA have done their due diligence and are set to develop a project with vision that will meet the future needs of the community.


corporate park

terrace estatesaddressing the future country club

[email protected] tel123-456-7899 fax123-456-0987 mobile

1234 Corporate DriveSuite 123LaGrange, KY 67890

corporate park




corporate park


corporate park



Oldham Reserve Start with tradition.We began the creative process by examining all of the websites pertaining to Oldham County, from the historical society to the new Arts Center — then expanding our search to include regional and statewide sites (by the way, Kentucky comes from an Iroquois Indian word ”Kentake” meaning meadowland).

Whether it be historical names associated with Oldham County and environs, or other relevant bits of information (state tree is the Tulip Poplar), none yielded an idea that had marketing weight. They all seemed wispy, ethereal, pretty...not the sort of name that would attract a Fortune 500 company.

We decided to be literal, “reserving” a portion of Kentucky’s finest county for business purposes. It has the feel of a world-class vineyard or old Kentucky distillery and the tagline “Start with tradition” is not stuck in the past — it merely presents a terrific foundation on which to build a bright future.

Oldham County Economic Development Authority | Identity Presentation 1.0 | August 9, 2007 | Booms Creative Inc. | Ross Culbert & Lavery, Inc. page 11OLDHAM COUNTY

KENTUCKY

Start with Tradition

OFFICE RETAIL

RESIDENTIAL

Start with TraditionOLDHAM COUNTY

KENTUCKY


OLDHAM C O U NTY

K E N T U C K Y



OLDHAM RESERVE

OLDHAM RESERVECORPORATE PARK

OLDHAM RESERVECOUNTRY CLUB

OLDHAM RESERVETERRACE ESTATES

OLDHAM RESERVE







start with tradition


OLDHAM RESERVE




Sample of Glass

Glass material Anodized metal material


Oldham Highlands Business on the rise.

The beautiful rolling hills, the mature forestation...all lend themselves to a name that makes the landscape the primary emphasis. We explored hundreds of names, from Oldham Glen to Oldham Ridge to Oldhamshire. However, in the final analysis they all sounded too “residential” and not appropriate to attract the coveted business clientele and long-term tax base.

On the other hand, we can envision a moving announcement for Rawlings that states their new address as Oldham Highlands (with or without Corporate Park attached). As for our future marketing efforts, the tagline “Business on the rise” plays double duty — both describing the lay of the land, as well as making a positive statement about the long term business outlook at this exclusive location.


The Corporate Park at

The CountryClub at

The TerraceEstates at




Business on the rise


The CountryClub at




The CountryClub at



Oldham CityCenter Changing the business landscape.The sheer size and scope of the project dictates a solution that puts it on par with major mixed-use masterplanned developments around the country (The Prairie outside Chicago, Las Colinas outside Dallas...). At this point in time, Oldham is mainly thought of as rural and residential.

We added “CityCenter” to create a large metropolitan backdrop to our story — after all, Louisville is the global hub for UPS, is known far and wide as a major center for healthcare... businesses that have the power to draw other businesses. The word “City” makes for an interesting juxtaposition with a known commodity like Oldham and when combined with “Center” it creates the notion of a self contained development. This “big business feel” would also help attract a conference center hotel to the project.

The tagline “Changing the business landscape” once again alludes to nature of the land, but more importantly, it promotes the notion that we are changing the game, that all previous business environments cannot compare.


ExECutiVE NamE HErEViCE PrESiDENt, SaLES

[email protected]

123-456-7890 tEL123-456-7899 fax

123-456-0987 mobiLE

1234 CorPoratE DriVESuitE 123

LaGraNGE, KY 67890

Changing the business landscape


Documents

Identity PresentationT · Oldham County Economic Development Authority | Identity Presentation 1.0 | August 9, 2007 | Booms Creative Inc. | Ross Culbert & Lavery, Inc. page 1 Identity