Branding #BuyInBroome, a Shop Local Campaign
Shopping locally, whether at independent boutiques or big box companies, is guaranteed to help your local economy. This past week, Broome County and the Greater Binghamton Chamber of Commerce launched the Buy in Broome campaign to help educate and excite people about the benefits of shopping in town. Because it’s a brand new community initiative, this campaign came to Idea Kraft as a blank canvas. We had the exciting opportunity to design its identity from scratch.
We started by exploring typography that felt handmade and personal. To reinforce the idea of retail rather than real estate or business development, we introduced the element of the shopping bag, still carrying through that handmade stamp quality.
Buy in Broome encapsulates a lot of local businesses, including franchises, restaurants, print shops, farmers and even the local airport. The website had to present Broome County’s diverse economy without feeling like a traditional “shop small” campaign. From the design to the campaign mission itself, we kept a clear focus on variety.
The flat-style-influenced graphics use five different colors to highlight all the ways you can shop in Broome County. We also incorporated bold section dividers and parallax scrolling into the site to increase the range of visuals. Additionally, the campaign offers many outlets of engagement. Businesses can download and customize posters and social media graphics for personal use; community members can use the hashtag #BuyInBroome to get their photo displayed on the site’s web feed. Plus, we designed some fun stickers that are free for people to take as they shop.
With peak holiday shopping just around the corner, we hope community members keep local businesses in mind as they check off their lists!