The Meadowcrest Economic Development Partnership unveiled a new community brand this week centered around the tagline “Where Opportunity Meets Possibility,” a phrase officials say captures everything that makes Meadowcrest unlike anywhere else.
“This is more than a slogan,” said Executive Director Michelle Turner. “It’s a promise.”
The new brand was developed over seven months and included stakeholder interviews, community surveys, competitive research, board workshops and three separate conversations about whether the word “possibility” felt too passive.
Ultimately, officials decided it did not.
“We wanted something aspirational, but still grounded,” Turner said. “Something that speaks to business growth, talent, quality of life and the future.”
The phrase was selected from a final group of options that included “Built for What’s Next,” “Opportunity Starts Here,” “Forward Together” and “A Better Place to Grow.”
Officials said “Where Opportunity Meets Possibility” clearly stood apart.
“It just felt like Meadowcrest,” said board member James Porter.
Asked what specifically made it feel like Meadowcrest, Porter said the phrase was “broad enough to mean a lot of things.” Marketing consultants involved in the project said that was intentional.
“You don’t want to narrow yourself too much,” said brand strategist Emily Carter. “Meadowcrest is about industry, workforce, community, entrepreneurship, innovation and lifestyle. The brand had to leave room for all of that.”
To test the concept, researchers showed the tagline to residents, business owners and regional stakeholders without identifying the community.
Participants guessed it belonged to locations in Indiana, Ohio, Georgia, Arkansas, North Carolina, Tennessee and, in one case, a community college.
Officials viewed the results positively.
“That tells us it has broad appeal,” Turner said.
The new visual identity features a modern sans-serif typeface, an abstract upward-facing graphic and three shades of blue.
One shade represents opportunity.
Another represents possibility.
The third was described as “energy.”
Meadowcrest’s previous tagline, “A Community on the Move,” had been in use for nearly 12 years and was retired after research indicated several neighboring communities were also moving.
The new brand will appear on the economic development website, social media, trade show materials, business cards, banners, recruitment presentations and a 10-foot backdrop expected to be photographed extensively at conferences.
Officials said the brand is especially effective because it can speak to nearly any audience.
“For a manufacturer, possibility might mean a new facility,” Turner said. “For a resident, it might mean a better career. For a developer, it might mean investment. For a visitor, honestly, it could mean almost anything.”
That flexibility is expected to help Meadowcrest maintain the brand for years.
Staff have already begun updating marketing materials and replacing older signage throughout the community.
The partnership also plans to launch a campaign encouraging residents to share what “possibility” means to them. Early responses have included “new jobs,” “better schools,” “more restaurants,” “a Target” and “finally fixing Highway 12.”
At press time, Meadowcrest officials were reviewing a nearby community’s newly announced tagline:
“Where Possibility Becomes Opportunity.”
