Consultants Hired to Create New Image for Raleigh Also Behind Hated Rebranding Campaign in Western Massachusetts

Consultants Hired to Create New Image for Raleigh Also Behind Hated Rebranding Campaign in Western Massachusetts

A rebranding campaign for three Massachusetts counties—designed by the same Oklahoma consultants hired to create a new core image for Raleigh government—has received such negative reaction that it’s been put on hold by its sponsors.

Raleigh officials say they’re aware of the controversy surrounding the Massachusetts proposal by Cubic Creative but remain happy with the firm’s work, under an $83,000 contract, for Raleigh. “I’m very pleased with the work they’ve provided us so far and think we are off to a great start,” says Damien Graham, the city’s communications director.

In February, after its contract with Raleigh had been signed, Cubic Creative rolled out a “West Mass” slogan and logo for a local convention and visitors bureau and economic development center. Cubic was paid $80,000 for the effort to replace the region’s existing name, “Pioneer Valley,” an identifier that honors early settlers and dates to the 1930s.…

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