Innovative Thinking
Before a brand is subjected to rebranding, a Comparative Analysis must be completed. This assesses the brand in a way that, in a nutshell, shows the designer what odds they are up against.
Existing Factors
Before a brand is subjected to rebranding, a Comparative Analysis must be completed. This assesses the brand in a way that, in a nutshell, shows the designer what odds they are up against.
San Elizario, Texas Art District
Don Juan de Oñate, a Spanish Conquistador who also established New Mexico.
*Fun fact: On April 30, 1598, twenty-three years before the Pilgrims set sail from England on the Mayflower, San Elizarians celebrated the First Thanksgiving in the United States. *San Elizario boasts the only jail that Billy The Kid ever broke into.
*Geographically, there is nothing too “special.” San Elizario is a very small town & surrounded by farm lands.
Clint TX. Alameda Ave
*The town, which was named for early settler Mary Clinton Collins, began when the San Elizario Corporation sold the townsite to J. A. Cole, who sold it to Thomas M. Collins in 1883.
*Fun fact: Clint, Texas is mentioned in Johnny Cash's 1966 song "Red River Valley."
*The same as San Eli, Clint is surrounded by farmland & desert there are no mountains, rivers, streams.
*This area is chiefly farmland and has no arts or entertainment district.
Socorro TX. Horizon Blvd
Socorro was established in 1680 by Scamaz and Piro Indians fleeing the Pueblo Revolt in northern New Mexico.
*Socorro took its name from Socorro, the town in central New Mexico from which the Piros had originated, which had been given the name Socorro
*This area is chiefly farmland and has no arts or entertainment district.
Lifestyle Factors
San Elizario, Texas Art District
People are God centered & family focused.
Neighborhoods comprised of few clerical, managerial or military personnel. Most residents earn their living by farming or the arts.
*The most common language spoken in the San Elizario Town Center neighborhood is Spanish, spoken by 91.7% of households. Some people also speak English (8.3%).
*Most adults are college educated.
Clint TX. Alameda Ave
Clint is also a town of artists. Clint has more artists, designers and people working in media than 90% of the communities in America. Overall, Clint’s crime rate is one of the lowest in the nation, which makes a great place to live if safety is an important concern.
Clint has few art galleries or anything of the sort. It is primarily residential or churches.
*Many adults are college educated.
Socorro TX. Horizon Blvd
Socorro is a city of sales and office employees, construction workers, builders, and service providers.
*Most are God centered and family focused. Few adults have a college education.
Next was to Identify general behaviors and personality of the resident population.
Unique Qualities
San Elizario, Texas Art District
Compared to San Elizario, the other towns, the cultural arts community is much more robust. As a result, there are brick and mortar places that house and facilitate performance arts, photography, painting, sculpture, tapestry, folk art and more. Additionally, San Elizario is beginning to build a reputation as a hub for the arts, so people are starting to come from all over not just our nation, but Mexico, as well. Connections are made between creatives and the local economy. Beneficiaries are often interviewed so local officials can understand their experiences, needs and challenges. Collaborative artisan work spaces exist. There is entrepreneurial support for artisans, as well as attractive spots for events. Logistical issues for artisans and patrons are minimal due to proximity to El Paso, a city of approximately one million in population. San Elizario is the recreational hub for both Socorro and Clint.
Clint TX. Alameda Ave
Clint is home to many artists of various specializations. However, Clint hosts zero outlets for their crafts. The town is in close proximity to San Elizario and the opportunities that abound for artists there. There is no connection between creatives and the local economy. Logistical issues are problematic, as there is no established ecosystem for artisans.
Socorro TX. Horizon Blvd
Socorro is nearly one hundred percent residential. There are only a few retail centers. Few artisans call this area home.
Logistical issues are problematic for artisans, as there is no established ecosystem for artisans.
The next step in creation of an innovative branding campaign was to see what was unique about the city/brand chosen
Similar Qualities
When compared to each other, each of these communities is rural, and laid back. This slower style of life is haven-like for artisans of all specialties. Each area is rich in tradition and history that impacts the modern day lifestyles of residents and visitors. Most residents are self-employed, and many residents have limited access to healthcare. They all three have seasonal/transient residents due to the agriculture of the region. (Most of the transients return each year.) There is high proportion of age disparity, as there is a heavy outmigration of young adults entering college through people in their mid-forties or older who come back to retire. Diverse Culture and Language abound in all three towns.
When looking into all marketing materials for the town to bring people and travelers to the town it had been crafted by people between the ages of seventy and ninety-four. Additionally, when looking at what other towns and other art communities were doing to market themselves.
Most design campaigns that had been successful had a common thread: they showcased some of the area’s trendy area’s such as bars, great views, hiking. This is what was decided to do, but with a twist. It would showcase the history and tied it in to the modern era of the community in a relevant, impactful way.
Rather than just cite some facts or show a few historic “hot spots,” I elected to have a historic figure from the town give us a short recap/tour of the area’s development, impact and continued prosperity through modern art and culture endeavors that held some excitement for people of all ages. This was presented to the San Elizario Historic Society, the entity that leads the charge for marketing the area in the modern era. They liked the concept and actually utilized parts of it.
