A New Approach to History

The Historic Columbia Foundation asked Semaphore to unify their brand and make the entire marketing approach for their House Museums, gardens and events more engaging. According to Creative Director Roc Jackson, "The beauty and the human history of the properties made that easy to do!"

Roc worked closely with Historic Columbia Executive Director Robin Waites. Roc studied the sites to find the unifying themes and architectural details which were both beautiful and useful. He noticed brick, terra cotta and pewter tones in the historic properties that he carried over into marketing materials. The fonts used are also suggestive of appropriate time periods. Semaphore created signage, brochures, posters, bookmarks, specialty promotional items, and a website. We also created and placed an extensive print ad campaign in publications including Southern Living, SC Homes and Gardens, and The State newspaper.

Some of the features that add to the continuity of the marketing materials include warm color, texture, elegance, structural details as well as inviting copy. The focal point in each brochure is an architectural element (an archway, a window, or a ceiling) that draws the piece together. According to Roc and senior writer Robbie Robertson, the approach is a reminder of how these sites were truly used by their inhabitants. Semaphore web designer Kevin Shelton was able to fold these elements into the easy-to-use navigation of www.historiccolumbia.org.