Introduction
Hold onto your cowboy hats, folks, because we’re about to take you on a wild ride through Watford City, North Dakota! Nestled in the heart of this charming town is a little slice of magic called The Merc. But don’t let the name fool you – this isn’t your grandpa’s general store. The Merc is a gift shop, a community hub with pizzazz, and a tourist magnet all rolled into one inside of the Long X Visitor Center!
Think local art and gifts so unique they’ll make your eclectic aunt say “wow,” events that’ll have you canceling your Netflix subscription, and local eats that put McKenzie County on the map.
The Challenge
The Merc is new (like, established in 2024 new) which means zero name recognition. Zilch. Nada. It’s like being the new kid in school, but instead of a classroom, it’s the whole state of North Dakota!
The goal?
Turn The Merc into North Dakota’s most welcoming host and a must-visit destination this side of the Missouri River. We’re shooting for more foot traffic than a line dancing competition, and overnight stays that’d make hotel owners do a happy dance. In order to bring that vision to life, we’d need a brand slicker than John Wayne’s swagger.
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The Solutions
We are a strategy-first studio, so naturally that’s how we started The Merc’s branding journey. We dove deep into The Merc’s DNA, emerging with five core brand attributes that would guide the rest of the brand: Watford Western, Safe, Friendly, Artisan, and Knowledgeable. We also created a market analysis to determine the competition throughout the state, and how The Merc could distinguish itself from the rest.
Selected slides from brand blueprint
The Blueprint uncovered plenty of nuggets of wisdom, and from there we were able to dive head-first into visuals! We began with a logo so perfect, it’ll make other logos want to hang up their spurs and retire. We topped it off with an icon of a longhorn steer. It’s our nod to the Long X Visitor Center, and the Long X Trail’s history.
Why stop at one great logo when you can have four? After completing The Merc’s logo, we designed sub-logos for the other three areas inside the Long X Visitor Center: The Gallery, The Loft, and The Studio.
Brand architecture Cont.
Lastly, we created a “McKenzie Made” sticker that will be proudly displayed on each local product within The Merc. Now, The Merc is ready to begin greeting visitors, with their complete brand toolkit!
Mckenzie made Sticker
The Results
This brand-new buckaroo on the block is ready to start turning more heads than a two-headed calf at the county fair. The doors are officially open, and swinging open wider than a saloon at happy hour, welcoming locals and tourists alike! The Merc is well-positioned to become the heart and soul of Watford City, pumping life and love into the community faster than you can two-step.
So, whether you’re a local looking for your next favorite hangout or a tourist seeking the authentic North Dakota experience, mosey on down to The Merc, where you’ll find small-town charm, and a big-hearted welcome.
