The Cherokee people have persevered through triumph and tragedy—an incredible story of betrayal, survival and reestablishment.
Cherokee, NORTH CAROLINA
PROJECT DURATION: One Week
PROBLEM: In 2017 Project Resound was asked to serve the Cherokee Historical Association. We were told that their marketing and communications materials were out of date and the VIP experience consisted of receiving an upgraded seat along with a reusable bag, water bottle, plastic drink tumbler and a coupon for a free drink. There was no exceptional experience for the attendees to get a sense they were getting a return for the upgraded ticket package.
We were tasked with developing an updated visual language that created consistency for the brand and culture, innovating the VIP experience, and with advancing the architecture to include box seating and positive environmental experiences at cultural attractions including the Museum of the Cherokee Indian, the Oconaluftee Indian Village living history site and the outdoor theater housing the drama Unto these Hills. Our goal was not to reinvent, but enhance the cultural preservation of the Cherokee heritage.
APPROACH: We immersed ourselves into the community and the Historical Associations existing properties including the Museum of the Cherokee Indian, the Unto these Hills amphitheater, and the Oconaluftee Indian Village in order to collect our primary research through observational and participatory methods of data collection. Client representatives were embedded throughout the process making it a fully collaborative and co-creative research experience.
The diversity of our 16 person team of architects, interior designers, service designers and communications designers allowed for a human-centric approach to existing materials and cast a holistic vision for redevelopment. Together we conducted and analyzed field research, before establishing design criteria and scope of improvements.
SOLUTION: Architectural and service components to enhance the VIP experience at the Unto these Hills amphitheater were identified. These included a special entrance, a broad offering of branded materials including a limited edition souvenir booklet, sky box seating and wait services during the show. The solution also included an improved experience for to the Oconaluftee Indian Village.
Signage and marketing materials were improved for a positive consumer experience, consistency in message, way-finding and presentation.
During our research we found that the Cherokee Historical Associations three venues operated autonomously. While it was not the client ask, we proposed that the three initiate a communication network to link the three brands, and to develop a strong singular voice and unified marketing.
RESULT: Many of the architectural, service design and communication design solutions in our proposal have been implemented. We are proud to have had a hand in furthering the Cherokee Historical Association’s mission to “perpetuate and preserve the history and culture of the Cherokee People.”
We’ve gone through master planning and strategic planning and have spent fortunes, and I dare say that we haven’t had anything that’s looked as good, or been as intimate as this.
— JOHN TISSUE, DIRECTOR, CHEROKEE HISTORICAL ASSOCIATION