Chesapeake, VA Research

Goal: create a brand and brand identity for them that they will grow into and evolve.

What they do and what they are:

Chesapeake is a city in south-east Virginia. 

                     

Mainly offer colonial American history and nature. 

 “One Increasing Purpose” Joined together cities.

History and notable events/places: 

Battle of Great Bridge. Removed the British from the Virginia colony. Battle lasted for 11 minutes. Important for United States history as it contributed to the founding of the United States.

George Washington’s company made the Dismal Swamp canal in 1790. This is the oldest continual man-made canal in the United States. The Dismal Swamp Canal is apart of the National Underground Railroad and the Great Dismal Swamp is noted as being a place slaves escaped to freedom. The Dismal Swamp had a place in the Civil War. Confederate supplies waterway route until captured. First local encounter of Civil War Sewell Point May 1861. No battles were fought in the city, but Union troops occupied the land. 

One of earliest efforts to educate African American children was at Cornland Schools in the 1700s. Happened where Chesapeake is today.

In 1963, the City of South Norfolk and Norfolk County joined together to make Chesapeake because of annexation suits filed by neighboring cities. 50,000 citizens were lost because of this suit. Norfolk County's founding dates back 1636, 16 years after the first permanent English settlement. 

The name of Chesapeake was voted on by citizens in 1963. The word Chesapeake/Chesepian comes from the original inhabitants of the land around the Chesapeake Bay. It could also come from the Algonquian word for Chesepiooc meaning a village at a big river, “great water”, or a village around Chesapeake Bay.

Symbols:
The symbol of Chesapeake is a blue heron. The blue heron “symbolizes peace and quiet but is always at work.” This symbol was decided in 2008 by the City Symbol Committee.

Notable Destinations: 

Chesapeake 9/11 memorial, Chesapeake Memorial gardens

Northwest River Park

Chesapeake Arboretum

Hickory Ridge Farm, Greenbriar Farms.

HE Williams Candy Company (since 1912)

Sources: 

Chesapeake Business Plan

Goal: Brand Chesapeake as a historical city and advertise its history in its branding.

Marketing: Introducing Chesapeake’s monuments and history through statues or posters of notable events, holding celebrations at places like the Great Dismal Swamp or the Arboretum.

Distinction: Chesapeake is distinct for its urban, suburban,and rural appeal while also having extensive American history. Chesapeake can appeal to many kinds of people.

Mascot: The mascot for this new branding will be the blue heron. Symbolizing being quiet while hard at work, there will be plushies, statues, and posters featuring the blue heron.

New Logo: Chesapeake’s new logo will be featuring the blue heron and its history at its limelight. The sun on the logo will represent a new, shining light over the nation as well as optimism. A tree in the background for Chesapeake’s significant natural beauty. A home representing Chesapeake’s rural residents as well as a city for its urban residents will be in the back.