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“Coming from here you may get sick of seeing the same images and hearing the same slogan over and over again, but if you keep saying the same thing eventually it begins to stick. Soon people will remember ‘Where the West Runs Wild’ when they hear ‘Moffat Country.’”
— Pati Martinez, creative director for Hill Aevium, on the logo and slogan her firm created for Moffat County
Those in the business of promoting tourism in Craig and Moffat County are already familiar with the sights, sounds and attractions unique to this part of Colorado.
Yet there are hidden gems some residents have never visited, let alone knew existed.
With so much to be discovered, particularly among Moffat County’s natives, attracting visitors from outside the state might seem like a daunting task.
On Tuesday, the Moffat County Tourism Association Board took a step forward in its quest to boost visitor traffic when it unveiled the county’s new logo, slogan and advertising campaign — "Moffat Country, Colorado: Where the West Runs Wild."
“I’m really excited the new logo has finally been unveiled publicly because the board has known for a long time and I’ve been dying to use it in our advertising materials,” MCTA Director Melody Villard. “It was worth the wait, though. We’re really happy with the way it turned out.”
Villard has been directing the county’s rebranding effort since she was hired as MCTA director in June 2011.
The logo, which was designed by Hill Aevium, a brand consulting firm with offices in Denver and Edwards, features three stampeding horses and the “C” in country is borrowed from the Colorado state flag.
More than 30 people attended the unveiling at the MCTA office in Centennial Mall, including a number of city and county elected officials.
“I was impressed with all of the work (the MCTA board) did gathering input and conducting research,” Moffat County Commissioner Audrey Danner said. “I give a lot of credit to the board because I think they came up with something that is very representative of Moffat County.”
Linda Hill, Hill Aevium president, and creative director Pati Martinez also were on hand and delivered a 45-minute presentation explaining the logo process and why they swapped Moffat County with "Moffat Country."
Essentially the branding process came down to identifying Moffat County’s strengths, weaknesses, opportunities and competition, Martinez said.
Once those items were identified Hill Aevium helped the MCTA Board highlight Moffat County’s difference makers.
“We kept hearing about hunting throughout the process, but Moffat County isn’t the only place with great hunting,” Martinez said. “You are home to one of the largest migratory elk herds in the country and that’s an example of what we mean by differentiator.”
In total, Hill and Martinez identified four broad categories of attractions unique to Moffat County highlighting the vast expanses of country, abundant wildlife, history and cowboy heritage.
The images associated with the cowboy culture and vast expanses of land to explore inspired the change from Moffat County to "Moffat Country," Martinez said.
In addition to the new logo, Hill and Martinez also unveiled examples of print and online advertising pieces, all of which featured photos of popular sights around the county like Steamboat Rock and the Sand Wash Basin wild horses.
“Coming from here you may get sick of seeing the same images and hearing the same slogan over and over again, but if you keep saying the same thing eventually it begins to stick,” Martinez said. “Soon people will remember ‘Where the West Runs Wild’ when they hear ‘Moffat Country.’”
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