Branding- SPOTLIGHT

Apr 20, 2017

Florence - Full Life. Full Forward

The city of Florence has introduced its new brand "Florence — Full Life. Full Forward."

A beacon of progress, Florence is one of South Carolina’s most futureoriented communities. We are focused on being a model for growth and prosperity while ensuring a quality of life that is supported by exceptional education opportunities, superior healthcare services, and an enjoyable social environment. Progress, investment, and a strong sense of community define Florence—a place full of life.

Avant Marketing Group and MPA Strategies both aided the city with the rebranding. The groups formed a branding committee and met with council members, city staff, community leaders and hundreds of Florence residents to determine the perception of Florence and after much consideration a new brand was created.

The new logo will be featured throughout the city as the branding committee plans to introduce new directional and venue signs, lamp post and display banners, city vehicle decals, among others.

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