Rhode Island Commerce Corporation

Destination Branding

Challenge: 

The Rhode Island Commerce Corporation enlisted our help to conduct branding research to determine the best name for the future of the Warwick Station Development District. The purpose of the concept test was to evaluate the name options developed by (add)ventures, gain buy-in from a variety of stakeholders, and build excitement around the project.

Response: 

We began with competitive web research and a SOLVEsession™ to identify the goals, attributes and applications of the new brand. After developing more than 60 initial name options, we created an initial qualitative survey to understand which categories resonated best with current employees and affiliates of the Commerce Corporation. Following this, an online survey was distributed to the general public through an ad in the Warwick Beacon, yielding more than 400 responses to further refine the list. The top four name options were presented in one-on-one interviews with 11 key constituents, including developers, area business owners and government decision-makers to select the final name: City Centre Warwick. The name later received overwhelming approval when the Governor presented it at a community meeting.

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