For years, the artsy Southern Oregon enclave of Ashland had relied on the popularity of the Oregon Shakespeare Festival as its primary tourism driver. In an effort to diversify its brand beyond the Bard, the Ashland Chamber of Commerce hired DVA to refine the brand and promote the town’s many other tourism assets. We were charged with two primary tasks: migrate the brand to appeal to a younger audience while not alienating Ashland’s mature and loyal visitors, and positioning the Ashland brand as a little more hip, active, and outdoorsy while still holding true to it’s Shakespearean influences. For our first act, we created a new logo and brand identity reflecting the culture of Ashland. And for our second act launched the “Ashland – As you like it” brand campaign to reflect the experiences one can find there.