Place Marketing: Clay County, Florida

Clay County, part of the seven-county region that makes up Northeast Florida, was seeking to define itself more clearly as it set the stage for managed growth. The county wanted to positively reinforce itself to current members of the community, and also appeal to relocating workers, expanding/relocating companies, individuals/families and visitors.

Burdette Ketchum was tasked to conduct the first steps of place marketing. The objective was to define and articulate the county’s unique aspects through a brand and positioning strategy that captured the county’s true essence and appealed to both the visitation and economic development sectors. The goal was then to bring the brand to life via a place making strategy, using a new county brand logo and seal as a first tangible expression.

Target insights pulled from extensive research and influencer interviews helped determine the personality, values and embodiment of the county that led to the development of the county DNA: passions run deep. Six passion pillars of the county were also identified: family, faith, country and military heritage, natural amenities and waterways, drive for the future and innovation, and distinctive small towns and all they represent.

Using these findings, a new county logo, seal and way finding signage were developed.


The logo was specifically designed so that each county department could personalize it for their use. The tagline “Small Towns. Big Passions” is replaced with the department, such as “Parks & Recreation.”


The logo can be used in future place marketing materials to display the various experiences of the county and showcase the many passions to be found within Clay County, Florida.