South Sound Together

Live Like the Mountain is Out

South Sound Together, a coalition of businesses, colleges and government organizations, wanted to prove the South Sound was a top place to live and work. They turned to branding to solve the need. But South Sound business leaders were skeptical: Previous group branding attempts had failed. This time, the thinking would have to be bigger. The roots, deeper. And the results, unquestionable.

Finding the South Sound’s Voice

We wrangled the partners and facilitated the big conversations. How do we define the “South Sound”? What could inspire a shared personality and promise? What would success look and feel like? The effort needed to span audiences, city lines, expectation levels and communication channels. Most importantly, it needed to be meaningful to the area’s leading organizations while inspiring artists, makers and South Sound fans of all ages, too.

Setting It Free

The South Sound Proud brand and badge came first. Then we created the Live Like the Mountain is Out campaign to launch it. After months of strategizing, conceptualizing and imagining, we set it all free via sidewalk chalk, guerrilla art and a 28-foot crane banner no one saw coming. The carefully orchestrated launch was as broad as it was collaborative: teaser creative, website, online store, a Snapchat and Instagram strategy, an events street team and open-source graphics with an invitation to use them. Next, we sat back and watched the community make it its own.

Results: A Life of Its Own

Residents, businesses and organizations quickly adopted and adapted the Live Like the Mountain is Out creative using elements on their websites, advertising, social media, murals and art. We gained a large Instagram following within days and saw 145,000 Snapchat filter uses in the first 24 hours alone. Local reporters were investigating on the day the guerilla tactics broke, trying to track down the source. Artists interpreted the brand in their own creations. And South Sound Proud merchandise at community events was quickly claimed, often within the first hour. Businesses contacted us to create items and lined up to get murals on their empty walls. The campaign earned continued funding, and the community still lives like the mountain is out year-round.