Branding and Developing the "Welcome to the Ridge" Program for Paradise, CA
The Town of Paradise was looking to reinvent itself after the devastation of the Camp Fire. I was tasked with leading the branding and marketing campaign for the “Welcome to the Ridge” program, which focused on attracting new residents and businesses to the area, helping Paradise become the fastest-growing community in California for three consecutive years.
Comprehensive Branding and Marketing Overhaul
This project required a deep understanding of the town’s challenges and opportunities, as well as a strategy that would resonate emotionally with people looking to relocate.
Revitalizing the Brand: I created a new brand identity for Paradise, capturing the essence of resilience, opportunity, and community. The logo, color scheme, and messaging focused on rebirth, with the tagline “Welcome to the Ridge” symbolizing new beginnings. Every piece of branding communicated the town’s readiness to move forward and its potential for growth.
Website Design and Development: The accompanying website was designed to be the central hub of information for potential residents and businesses. I created a streamlined user interface that made it easy to access relocation guides, job opportunities, and details about the town’s ongoing recovery efforts. The website also featured resident testimonials, a key emotional driver for visitors to consider making Paradise their new home.
Social Media Campaigns and Lead Generation: I developed a targeted digital ad campaign to run on Facebook, Instagram, and LinkedIn, geo-targeting urban professionals and families in Northern California. These ads featured video interviews with local leaders and new residents, offering a firsthand glimpse of life in Paradise post-recovery. The campaign’s success was measured by a dramatic increase in inquiries about relocation and local real estate listings.
By leading this initiative, I helped attract new residents and businesses to the town, resulting in Paradise being named California’s fastest-growing community for three consecutive years—a testament to the power of effective branding and digital marketing.
