IndieNash

NAMING, BRAND STRATEGY, BRAND ARCHITECTURE, IDENTITY DESIGN, WEB, PRINT, TEAM BUILDING

The Nashville Independent Business Alliance is a group of Nashville independent business owners that use their collective voice to monitor, protect and advocate for the cultural and economic environment in which we do business.

Rapid development inevitably creates anxiety around corporate takeover and the need to protect ourselves from negative change. So how do we make this transformation work for us and not simply happen to us? And protect the independent spirit that got us this far?

To start, we needed a name. "The Nashville Independent Business Alliance" is a mouthful and most people don’t understand what it is or why it exists. We held a few focus groups made up of business owners to better understand their pain points. Through this practice, we realized that there were two different sets of problems here. The main issue was that the business owners were dealing with a city that wasn’t promoting them, but instead using them to entice corporate brands to come to Nashville to set up shop, essentially forcing out the Nashville owned and operated counterparts that helped create buzz for this city to begin with.

The other issue was the need to create awareness within the general public and promote the Nashville independent businesses. This is especially important now that large chain brands have figured out how to appear as if they’re “local.” What was needed was essentially two brands, a B2B brand that could communicate directly with the business owners and another brand that was consumer facing that could speak the language the consumer would understand. NIBA is the base brand that unites the business owners and equips them with the universal, consumer message brand. That consumer brand is IndieNash.

After building the brand, we needed businesses to join. A major selling point to becoming a member was access to IndieNash’s online membership directory. We built the website on WordPress with a membership directory platform built with a combination of plugins that allows members to access their own accounts and update their own information accordingly.

A brand is hollow and ineffective if it doesn't have a strong message and solid strategy. I brought in a brand strategist and marketing pro to help craft the perfect message for this movement.

MISSION

Through our collective voice and actions we will inspire, empower and champion a movement to keep Nashville’s independent spirit thriving.
The power is in the people.

ELEVATOR PITCH

We are a group of Nashville independent business owners that use their collective voice to monitor, protect and advocate for the cultural and economic environment in which we do business.

VALUE PROPOSITION

NIBA is a stamp of local independence. It is a network that provides a platform to express your opinions and challenges, garner the wisdom and knowledge of fellow entrepreneurs, and identify your business with the IndieNash movement.

Check out the visual identity work below…

This is the mood board I put together for the brand identity aesthetic.

This is the mood board I put together for the brand identity aesthetic.

 

Final logo design.

 

The IndieNash “Seal of Approval” - You can find these clinging to the doors and windows of some of Nashville’s independent businesses.

 

A poster design for one of the campaigns we developed.

Posters for one of our events.