25 years ago, Chattanooga had reached a crossroads. Having inherited the economic, environmental and social challenges of being an old manufacturing town in the New South, a handful of city leaders rallied a few thousand citizens to identify problems and possibilities. The turnaround of Chattanooga’s downtown in the years following started with this now-historic visioning process.

When Volkswagen announced Chattanooga as its choice for North American manufacturing, questions could be heard all over town. What is next for us? Not only for downtown, but every neighborhood, every county, and the entire region? These questions sparked conversations, which sparked meetings over lunch, which sparked larger gatherings of groups. The realization quickly dawned on everybody that this was an opportunity to repeat the visioning process but with a major twist.

RATHER than a relatively small group giving input, with a focus on a relatively small geographic area, what if every resident of our region had the opportunity to share his or her vision for our shared future? No matter what age, race, neighborhood, economic or social background.

This is happening through a simple survey. Four questions for our future. Responses will be used to identify common themes, challenges and ideas, which will be shared with community leaders and potential funders. Even more importantly, they will be shared with anyone who wants to help, enabling groups to form around particular issues, supporting and strengthening each other.

So after a creating a name and brand strategy with Caleb Ludwick, they came to us hoping for communications design that would represent many voices; we immediately saw the importance creating a unity that would not only allow for diversity, but even highlight it.

The design challenges were 1: how to build trust and confidence that every voice would be heard 2: how to position the survey for use to reach every Chattanoogan willing to take it – no matter what their demographic, ethnographic, etceteragraphic category.

The design needed to be universal in the best sense – not "one size fits all' but instead “fits all sizes” – universally applicable, at the ground level.

The brand is made for walking – it is made to be used! And applied not only by the designers and writers helping push out the message, but also by anyone who wants to write a letter or make a phone call or stand on the streetcorner to be able to present a unified single message

We designed the campaign to point every communication, every interaction, every brand touchpoint toward the survey. Building trust that all voices carry equal weight. Recommending vehicles for delivery that would cover the full spectrum of residents in our community.

Not to promote any exclusive agenda, but to enable and equip shared vision and true action. Many voices: one vision: a great community.

By starting with a single explanation of what Stand is, and what it makes possible, we can give a consistent message throughout the community. We call this 5 second version – a quick explanation and overview – as well as a 15 second “statement of good” that can be used on the web, press releases, and on and on. As well as Dos and Don'ts for writing headlines, longer communications copy, press releases and more.

The communications platform for the campaign – and the Survey at its center – has been built to build trust, encourage participation and help ensure that every voice is given equal weight. Because city change starts with people speaking up, standing up, standing together.

Chattanooga is more than the sum of its parts. Our region is made up of the people who live here, which means that – like people – it is something of a mystery. As we all begin to share ideas about our future, and ideas translate into action, Stand will always be honest about things that need to change, hopeful about the good that can be done together, and helpful to everyone who wants to participate.

There is a science to communicating Stand’s promise. But there is also art at work here. Because there will be irregularities alongside consistent themes. Outlandish dreams alongside practical plans. And all are welcome.

Visioning, like Chattanooga, will never be perfect. But it is what we make it. And tomorrow starts today.

Creative Direction: Paul Rustand, Matt Greenwell; Art Direction: Joseph Shipp; Design: Joseph Shipp and D.J. Trischler.
Naming, Communication Strategy and Writing: Caleb Ludwick.