The process behind rebranding downtown Helena as The Gulch.
SCOPE
Brand Strategy
Messaging
Website Design
LOCATION
Helena, Montana
WHAT IS “The Gulch”?
The Gulch is Helena, Montana’s downtown district. It is also the public-facing brand of the Business Improvement District (BID). Through programs and services, the BID keeps downtown a beautiful, vibrant, and safe place to work, shop, invest, explore, dine, and play.
The goals of The Gulch are to unite the downtown business and property owners with the greater community, sponsor events, sponsor grants to help downtown businesses thrive and promote economic growth and local small businesses.
Our Process
Through our brand strategy process, we identified that “The Gulch” needed to signify several visions within one, including:
The rich history of downtown Helena as a mining boom town.
A representation of the Business Improvement District (BID)
The future of downtown Helena as a beautiful, vibrant place for the community to be a part of.
“The Gulch” combines all of these pieces into a cohesive brand and message that has something for everyone, representing what downtown Helena wants to achieve.
Let's break it down.
WHY “The Gulch”?
The History
Last Chance Gulch is the iconic name given to the actual gulch where gold was first discovered in Helena, Montana in 1864. Initially, the thoroughfare built along the gulch was simply called Main Street. However, in 1953, it was officially renamed Last Chance Gulch, reflecting its historical significance.
Gold Rush
The story begins in 1864 when a group of prospectors, referred to as the “Four Georgians,” stumbled upon a promising gold deposit while returning from a fruitless search. The final attempt, or “last chance,” proved to be a success. Word of their discovery spread like wildfire, attracting thousands of hopeful miners to the area.
Helena rapidly grew from a tent city into a bustling mining town, with Last Chance Gulch as its central artery. Saloons, gambling halls, and general stores sprang up to cater to the miners’ needs, creating a vibrant atmosphere.
Last Chance Gulch, once the heart of Helena’s gold rush era, has transformed into a vibrant downtown district. While its historic buildings stand as testaments to the city’s pioneering spirit, the Gulch now offers a blend of old-world charm and modern amenities.
RESULT
A brand that represents a conglomeration of the history and present-day downtown Helena. Visitors can explore unique shops, savor diverse cuisine, and immerse themselves in local culture, all while experiencing a taste of the Wild West.
The Brand
The Gulch: Downtown Helena
Helena’s downtown is a captivating blend of old-world charm and modern vibrancy. Last Chance Gulch or “The Gulch” belongs to all of us. It is a district that connects all of downtown, all of our businesses, and it connects our gold mining, vigilante-filled history, with our bright future.
The Logo
The typography was inspired by the ghost art and ads on the sides of many of our old buildings.
The pick axe is a tribute to our mining history. The primary logo is at a slant because a gulch is a steep-sided ravine.
The One Liner
MONTANA'S DOWNTOWN
Connecting Helena’s rich history with today’s culture and community
Powered by the Business Improvement District (BID)
Style Guide
APPLYING THE BRAND
Website Refresh
Mockups
The Gulch combines the elements of the rich history of Helena's gold rush and the current state of downtown as a vibrant district while representing the BID's goal of uniting downtown with the greater Helena community.
Is your business ready for a rebrand and website update? Book a call at proofmarketing.com today!
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