CASE STUDY:
Explore Oak Park and Beyond
Turning boundaries into invitations for discovery
In 2024, Visit Oak Park Convention and Visitors Bureau (CVB) decided to tackle a 20-year dilemna–how could the organization unite 19 very diverse communities under one regional identity when its very name was causing division? And how could it use this rebrand to encourage more curiosity, visitation, and tourism to the area?
What we discovered was a complex political landscape where a name had become a barrier to collaboration and where stakeholders felt unheard. Through intensive engagement and creative problem-solving, we developed the refreshed brand 'Explore Oak Park and Beyond' and campaign 'Do West of Chicago'—breaking down borders and building regional unity.
The Challenge
Visit Oak Park, the state-certified convention and visitors bureau representing 19 communities west of Chicago, faced a fundamental identity crisis. Despite its regional mission, the name "Visit Oak Park" had become more than just confusing—it had become divisive:
Identity Confusion: Research showed that residents, visitors, and even community leaders didn't realize "Visit Oak Park" served multiple communities. Media outlets hesitated to mention Visit Oak Park when covering events elsewhere in the region to avoid confusion.
Political Friction: Though it was an incredible resource to all of its member communities, those beyond Oak Park's borders felt like afterthoughts due to the fact that its name only highlighted one city.
Resource Imbalance: With Oak Park providing disproportionate funding, political pressures pushed marketing efforts toward that single community—despite the bureau's mandate to serve all 19. Without a successful rebrand, the organization risked communities not feeling celebrated enough and pulling their funding.
Our Approach: Every Voice Matters
We designed a process where every community could discuss the pros and cons of a renaming and serve as an essential stakeholder in the dialogue and decision-making:
Stakeholder Engagement that Built Bridges
We conducted extensive focus groups with representatives from all 19 communities, local businesses, cultural institutions, and tourism partners. This wasn't just research—it was relationship repair.
Many stakeholders expressed profound gratitude for simply being included in the conversation—revealing how deeply the previous approach had alienated key partners.
Collaborative Identity Creation
Our process invited stakeholders to define what the new brand needed to accomplish:
Balance Oak Park's recognition with genuine inclusivity
Clarify the organization's true regional mission
Inspire exploration across community boundaries
Leverage—not compete with—Chicago's proximity
The Solution: Explore Oak Park and Beyond
Our naming process led to "Explore Oak Park and Beyond"—a strategic solution that addressed multiple stakeholder needs:
Unpacking the Strategic Elements
"Explore": An active invitation that:
Sparks curiosity and intentional discovery
Encourages personal engagement and immersion
Embraces unexpected discoveries
Promises depth rather than surface-level tourism
"Oak Park": A strategic anchor that:
Maintains the region's most internationally recognized destination
Preserves valuable search visibility and reputation
Acknowledges the funding reality without compromising inclusion
"and Beyond": A powerful promise that:
Acknowledges all communities without political complications of listing them
Invites visitors to push past boundaries and discover more
Creates a sense of expansiveness and possibility
Transforms a geographic region into a journey of discovery
The Brand Story
Just due west of Chicago, you’ll find an area steeped in some of Windy City’s greatest hits. It's the kind of place where internationally renowned architecture, myriad cultures, hundreds of miles of trails, and the best-of-the-best Italian beef all come together under the soft glow of vintage signs.
You’ll arrive in communities that grew up and around the train–places where legendary figures and gangsters called home or an escape. You’ll explore destination-worthy shops, a smorgasbord of global cuisine, and streets that fill up with year-round cultural festivals, races, and holiday events.
Here, you’ll discover some of the best things about this area have been preserved for you to sip, sample, and dive in. Do more, just due west.
The Brand Elements
The visual identity we created combines vintage charm with modern appeal:
Bold typography that evokes mid-century signage
A color palette inspired by diners, neon signs, and historic storefronts
Photography guidelines that prioritize authentic experiences over filtered perfection
A flexible system of community-specific logos that maintain cohesion while celebrating local identity
The Outcome: Breaking Down Borders
The new "Explore Oak Park and Beyond" brand and "Do West of Chicago" campaign accomplished what once seemed impossible—they united 19 distinct communities under a shared regional identity that respected individuality while celebrating collective strength.
By turning boundaries into invitations for discovery, we transformed a divisive name into a unifying call to action—proving that sometimes, the most powerful word in branding isn't a community name, but simply "Beyond."
As one stakeholder noted during our final presentation: "This isn't just a new name. It's a new way of working together."
