June 8, 2010
A few weeks back, my pals at Blue Ion and Gil Shuler Graphic Design asked me to help craft a brand story about the town of Mount Pleasant, South Carolina. As some of you know, Mount Pleasant has been in the midst of a strategic marketing initiative to enhance and grow the community.
Armed with some heavy-duty resident research and strategic planning, Blue Ion, Dean Foster, Gil Shuler and I went to work to craft creative to support the initiative. After much discussion, Gil put together a super sweet logo. I crafted the story below. Many thanks to Dean Foster for sharing his thoughts and insights and always, to Blue Ion and Gil. Big squeeze.
One last thing: Yes, I am a born and bred New Jersey girl writing about the Lowcountry of South Carolina. But let me just say: duh, I’m a writer, that’s what I do. And two, for a year and a half I lived in a quirky apartment on Shem Creek in Mount Pleasant. I cannot tell you exactly what that time and those long walks through the Old Village did to me, but perhaps it’s evident in the words.
To understand Mount Pleasant is to intimately know the water – the ebb and flow of the tide. The marsh creeks and rivers that surround us. Living here means measuring time and joy by the water. Is it high tide? Can we take the johnboat out? Here, water is sustenance – shrimp boats at dawn, crabbing off the dock, the day’s catch being hauled in. It’s the taste that lingers on your lips after day is done.
Mount Pleasant is an idealist. Our strong neighborhoods are built from generations of strong neighbors – folks who work hard, whose children play with yours, who say “hey” when they see you, who gently guide even the most confused tourists to the beach. Our solid schools are crafted by a close-knit community of teachers, citizens, parents and children.
Mount Pleasant is borne of the land and water. Protecting them is part of who we are. Not just because our shrimp are caught in local waters or our tomatoes grown on local vines. Not just so that our children and grandchildren have them to enjoy, but because this kind of raw beauty, this rich history and culture has a harmony to it we strive to emulate. The land and water have a life well beyond ours and are at their best when shared.
Mount Pleasant tells a great story – from Sewee Indian to Capitan O’Sullivan, from dirt road to highway, from inlet to open sea, to “talkative” wood floors and tin roofs to fisher monger to physician. There is a gift for conversation here, an ease of sharing, which brings with it the ability to question, listen, entertain and lend a needed hand. Some say it’s Southern hospitality. The stuff of beloved novels or bedtime stories. To us, it’s simply a way of life. The sweet life.
Check out the video Blue Ion and friends put together based on the copy here.