Research & Discovery

We began with discovery sessions to understand key stakeholders’ goals for celebrating 200 years of history. Discovery sessions uncovered a broader group of organizations and entities across the county who were asked to share stories, values, and pride points that define their respective corners of Alachua County. Through a community survey, stakeholder interviews, and workshops, we brought in perspectives from:

• City leaders & commissioners
• Historical boards & local museums
• Residents across all nine municipalities

To solicit feedback from county residents directly, we launched a coordinated outreach across regional press, social media, and direct mail. Each channel linked a QR code to a survey form, encouraging the community to share what they wanted from a bicentennial celebration and how the county should celebrate our history. This effort built early awareness and gave us the insights needed to shape the celebration.

Key Insights

• Residents were largely unaware of the 200th anniversary until the survey reached them.
• Over 1,000 residents expressed interest in a community festival.
• While history was important, there was a strong desire to celebrate the county’s present and future.

Messaging

Residents wanted the bicentennial to feel both celebratory and forward-looking, not just a nod to the past. That insight shaped the event’s voice, visuals, and public identity. We named it Discover 200 as a call to explore the county in new ways and learn about its stories. To carry that spirit, we created the tagline “Celebrate Nature, Culture, Community,” reflecting the themes we heard most: protecting natural beauty, pride in creativity, and the importance of people and innovation. Together, these elements set the tone for all communications and gave residents a clear identity to rally around.

Logo

To capture 200 years, we built on Alachua’s reputation as a place “where nature and culture meet.” The logo layers icons of flora, fauna, music, and cultural identity into a pop-art-inspired style that carries modern energy and traditional roots. The primary logo anchored all event assets, and a seal variation offered flexibility for smaller uses.

Landing Page

We designed a central hub for all bicentennial information. It outlines event details, updates on activities and programs, and news.

Designing Experiences That Brought Celebration to Life

Our project management and creative teams collaborated with county leaders to design immersive, themed experiences throughout the festival. Partnering with Merge Events Group, together, we developed an all-inclusive one-day festival, with zones that made it easy for residents to discover and explore key elements of Alachua County:

• Historic Alachua Zone — A look back at the county’s milestones and pioneers
• The heART of Alachua — A collaboration of art that captures the creativity of residents
• Food & Beer Garden — Local flavors and craft brews
• Kids & Families Zone — Games, entertainment, and activities for all ages
• Young Adults — Music, culture, and community

Maximizing Reach Through a Cross-Platform Push

To put more eyes on the bicentennial celebration, we concepted a full-funnel awareness campaign across digital, traditional, and broadcast channels:

• Digital: Programmatic ads, social media, and email templates 
• Traditional: Billboards, street banners, light post signs, and bus wraps

Partnerships: Event guides, print collateral, and co-branded materials for local businesses