Company Introduction
EpicCentral is a 172-acre park located in the heart of the Dallas-Fort Worth Metroplex off George W. Bush Tollway (Highway 161). Reflecting innovation and community investment, EpicCentral is home to the Grand Prairie Public Safety Building, Epic Waters Indoor Waterpark, the Summit Recreation Center for adults 50 and over, The Epic, PlayGrand Adventures—an all-inclusive playground, dining, and entertainment venues.
Amenities include five lakes, a grand lawn, a boardwalk, and paid sites for future retail opportunities.
The objective of the company:
In 2021, B A S Media Partnered with PYRO to create a new Brand Strategy and story for EpicCentral’s Brand Vision, Brand Positioning, Brand Personality & Brand Affiliation to target their audience as they manifest to be a Top 5 destination in DFW.
Challenges:
EpicCentral has everything to offer: from an indoor waterpark nominated for Best Waterpark Families in DFW Child’s Best for Families Reader Survey to Arts & Recreation and Grand Prairie Parks in Texas, it’s worthy of being on anyone’s bucket list.
But some of the challenges they were facing included:
- Identifying Customer segment personas
- Lack of New Brand Strategy Concepts
- Prioritizing features to identify the greatest draws
- Identifying the most persuasive Brand Strategy
Strategy
PYRO and B A S Media developed an experience-led strategy using what makes EpicCentral unique. We did this by delving deep under the skin of the EpicCentral, immersing ourselves in the lives of the people and culture.
The EpicCentral Brand Strategy started with:
- Logo Refinement —We incorporated creative ideas of color and icon exploration.
- Image Assessment Research —We coded, documented, and launched our resident survey, then added it to the questionnaire.
- Brand Activation Workshop — We had a day-long workshop with key stakeholders and fine-tuned the brand messaging and personality.
- Tagline Review —To make EpicCentral’s tagline more memorable and appealing, we adapted it to follow different style rules and gave it an independent identity from EpicCentral’s Logo.
This formed the basis of our strategic storytelling for EpicCentral and positioning as an experience-first destination.
Together we went the extra mile to understand the place better. Because of this, we were able to build a strategy and brand story for EpicCentral that not only reflected the desires of future travelers but also resonated with the EpicCentral community itself.
Consistency, Conviction & Connection led to the development of a Brand Strategy that helped uncover common ground among its visitors and instill an emotional connection to Texas and beyond. B A S Media & PYRO achieved this by focusing on distinct talking points.
We wanted the messaging to target the essence of a traveler’s dream: Unbelievable attractions, Unforgettable memories, Unlike anything out there.
Results:
Our collaboration with EpicCentral initiated a long-term strategic shift in identifying the most influential Brand Strategy above and beyond its destinations. The Brand Strategy and story are to be used in future marketing and embedded in all aspects of the organization.