Situation
Terre Haute is a community of approximately 60,000 located on the banks of the Wabash River in West Central Indiana. Terre Haute has:

	• a rich history,
	• five institutions of higher education,
	• a thriving retail hub,
	• a beautiful park system,
	• fine recreational facilities,
	• excellent health care services,
	• good public schools, and
	• several manufacturing businesses.

Yet, in spite of numerous attributes that make Terre Haute a comfortable and satisfying place to live and raise a family, the city has for many years experienced a lack of economic growth and a loss of population, influenced both by national trends and local traditions. Statewide, it has a reputation for being a “stagnant” community. And in general, its own residents suffer from an inferiority complex, reluctant to praise or support the community’s many positive attributes.

In 1997, the Terre Haute Chamber of Commerce challenged community leaders to initiate a coordinated, action-oriented long-range plan for the community. A community study by retired Indiana State University professor George Puia was to become integral to the development of the plan. The study found that Terre Haute:

	• possesses more assets than many other communities,
	• has the desire to be better,
	• has image problems,
	• has negative attitudes within the community, and
	• has had a lack of cooperation and coordinated effort.

Community leaders seized the recommendations of the study and created a structure for lasting growth and change through long-range planning and action. This included:

	• forming a steering committee and a task force,
	• identifying five strategic thrusts (arts and education, economic development, communication, resources and funding and natural environment and community appearance),
	• setting up an action team with goals, objectives, strategies and tactics for each strategic thrust, and
	• adopting a vision and mission statement to support the overall plan.

Eventually, the task force was renamed Terre Haute Tomorrow, to represent its vision for community growth and prosperity, and came under the auspices of the Terre Haute Economic Development Corporation (THEDC).

Problem
The communication action team pinpointed the need for a new outlook and a new symbol for the community that could break the chains of negativity holding Terre Haute down. That action team recommended development of an eNewsletter, a community web portal and a community brand/identity that would:

	• present a single unified community message,
	• coordinate the city’s visual identification, and
	• unify the community with a positive message.

A branding committee was formed to begin analyzing all aspects of a new community identity, with the largest obstacle being the residents’ lack of pride and tendency to deride and apologize for the community.

Solution
The THEDC retained MillerWhite, LLC to develop the new community pledge and identity. Through the use of its Unlocking the Power of Your Pledge® formula, MillerWhite assisted the branding committee in analyzing:

	• perceptions of the city;
	• the city’s culture,
	• benefits the city can deliver to residents, employers, etc., and
	• the competitive aspects affecting the city’s economic growth.

The pledge needed to be an active statement with personal meaning for stakeholders and community members that could be translated into action. It needed to challenge the community to be positive, progressive and passionate about itself and to no longer accept mediocrity or apologize for itself. The pledge developed for Terre Haute was:

“Terre Haute will progressively, positively cultivate pride, passion and prosperity for the betterment of its residents and community stakeholders or, simply, will be…a level above.”

The pledge provided a foundation on which to develop a tag line. The tag line needed to capture the essence or personality of the pledge and contribute to the creative design of the logo. The tag line developed for Terre Haute was based on the culture of growth and positive development, with a focus on action: rising above its critics, performing beyond its competitors and achieving beyond expectations. It reflected the essence of the city’s name, which is French for “high ground.” The tag line developed for Terre Haute was:

"Terre Haute: A City a Level Above”

Result
With the pledge and tag line established, MillerWhite created a logo, which became the basis for the city’s new brand/identity. The tag line is an integral part of the logo. The swoosh represents the meaning of the city’s name as well as the action of moving “a level above.”

The brand/identity for Terre Haute, was officially adopted by Terre Haute Tomorrow, the City of Terre Haute, the Terre Haute Chamber of Commerce and the Terre Haute Economic Development Corporation. It was unveiled to the public and implemented in all the city departments’ stationery and signage. Other stakeholders are considering adopting the brand identity.