By Allie Hardy | Jocelyn Otani | Karissa Wilburn | Harley Garner | Sam Saunders
Creative Brief
What’s the job?
Influence professionals to choose Central Oregon as a viable place to build their career over larger metropolitan areas such as San Francisco and Seattle.
Who’s the audience?
Innovative Chill-Seekers: Adults of all ages who want to work at meaningful and innovative companies but want more than what large metropolitan areas have to offer. These people are believers, innovators, and doers. They are passionate about where they work and what they’re doing. They want a lower cost of living than hot spots such as San Francisco or Seattle, a shorter commute, easier access to outdoor activities and of course, better beer.
What’s the goal?
Influence professionals to choose Central Oregon as a viable place to build their career over larger metropolitan areas such as San Francisco and Seattle. (i.e. 20 new professionals choose to build their lives in Central Oregon instead of San Francisco or Seattle.)
Single Most Important Thought
Innovative Chill-Seekers should choose a job in Central Oregon over large metropolitan areas because the region’s culture encourages the ability to balance work and play.
Why should they believe the message?
Central Oregon’s culture encourages thriving and growing employment opportunities for innovative Chill-Seekers. Cities in Central Oregon provide resources from both government and support organizations for businesses just starting out or continuing their growth. Humm Kombucha and Ruffwear are two examples of businesses that have found success in Central Oregon. The pace of Central Oregon allows a low cost of living and minimal traffic. The leisure activities in Central Oregon are plentiful and include outdoor ventures such as Mt. Bachelor and breweries such as Deschutes Brewery a short drive away.
Why should they care?
Cities in Central Oregon offer opportunities that larger metropolitan areas do not. It’s a place where businesses of all kinds can grow together while enjoying the natural resources and leisure activities of the region. Central Oregon encourages a healthier balance of work and play than one would find in large metropolitan areas.
Archetype: The Voice of Central Oregon Spoken by Jack Johnson
Artist Jack Johnson embodies the qualities of Central Oregon. The relaxed, beachy vibe of Johnson’s music paired with his impressive success relates to a balance of work and play emphasized in the Central Oregon lifestyle. His Oahu upbringing instilled a love for the outdoors in him that Central Oregonians share and Johnson has been a part of several initiatives focused on natural preservation for this reason.
In 2014, Johnson participated in a ‘Greening tour,’ a concert tour with the focus of minimizing the environmental impact of the tour itself. During this time, Johnson worked with 150 nonprofits across the Americas to promote sustainable food systems and plastic-free initiatives. In addition, he installed solar panels on his recording studio, using the sun to power all offices and the studio itself. These actions make it obvious that Johnson values nature which is also an integral aspect of the culture of Central Oregon. In this region, enjoying nature is equally as important as preserving it.
Skiing and hiking compose a large portion of Central Oregon’s culture. Johnson has expressed an infatuation with outdoor sports by surfing professionally before he became an artist. Overall, there is no one that better represents Central Oregon’s voice. Johnson is laid back, but hardworking, he cherishes nature and he enjoys the outdoors. “There is often trouble in balancing the life of an artist, environmentalist, and family man, but Johnson seems to have the niche for such a challenge.”
Color Palette: A Collection of Colors Inspired by a Three Sisters Sunset
When choosing a color palette we wanted to make sure that we captured the natural beauty of the region. To do this, we chose an iconic image of the sun setting over the Three Sisters Mountain range as inspiration. Divided within our color palette are three sub-palettes representative of the three major aspects of the Central Oregon lifestyle: work, nature and play. These colors flow into one another similar to the sunset they are pulled from to represent the way Central Oregonians seamlessly intertwine work, nature and play into their lifestyles.
Mood Board: A Collection of Images that Summarize the Central Oregon Motif
For our mood board, we chose to include colors and images that display the natural beauty and climate of the region. The ‘mood’ that we are attempting to create with these images is one of adventurous exploration, serenity and fun. The mood board is similar to the color palette in that it is broken down into the three main categories of work, nature and play. The work aspect is represented by the darker and more serious images of the region. We made this decision based on the hard work and passion illustrated by the brands of the region.
The nature category of the region is captured in the glow of the photos of a Central Oregon sunset that we collected during a trip to Bend. The play theme is made evident in the photo of the skier and hiking trail. We made a conscious choice to use only photos of the outdoors in the mood board to emphasize the importance of the surrounding environment in the region’s culture. The overall style of the mood board captures the laid-back feel Central Oregon harnesses through a combination of work, nature and play.
