The discovery phase of Visit Frisco’s Rail District branding project yielded significant insights from the city's business, government, residential and development communities.
Following an open call for feedback, the Visit Frisco team collected 872 responses to their digital brand discovery survey. They also conducted a series of interviews with local business owners, government officials and other engaged community members.
“We’re thrilled so many passionate people shared their important ideas and insights with us,” says Cori Powers, Visit Frisco’s Director of Marketing and Communications. “This invaluable input will be directly applied to future phases of the branding project.”
The research uncovered several core themes that will shape the Rail District brand's identity:
- Accessibility: A walkable, safe environment
- Family-Friendly: Lively and welcoming to families
- Vibrant & Varied: A diverse mix of stores, venues, events and concerts
- One-of-a-kind: Unique, family-owned businesses
- A Place to Gather: A destination that brings people together
According to Visit Frisco, the survey results paint a promising picture for the future of the Rail District. While daily visitors indicated that their routines would remain unchanged after development, there was a notable increase in the number of respondents who plan to visit multiple times a month or even weekly.
“The rail district sees families gathering for their nightly walk, meet-ups, and dinner,” wrote one respondent. “Every need is just steps away. Every friend is close by.”
The final deliverables for the branding project will encompass a brand logo, color palette, typography and copy guidelines to ensure cohesive and consistent representation of the Rail District across all marketing channels. The brand rollout is projected to take place in early fall 2024.
“As a community, it’s obvious we’re all eager to see the future come to life, in the meantime, our team now has the input we need to move into the branding phase,” said Powers.
Don't miss anything Local. Sign up for our free newsletter.
