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The Drainage | March 21, 2018

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Kentucky Kicks Ass

Josh Podolske

Rebranding Kentucky. Kentucky for Kentucky  is doing doing just that, by coming up with a good tag line. Kentucky kicks ass. Its way better than.. ” Unbridled Spirit “. What does that even mean?

This is a well produced video to encourage people to visit Kentucky. I’ve never been, and like most Americans, I’m sure I have my stereotypes for this place, but stereotypes are made to be broken! I think of moonshine, and the Colonel.  KFC.  But I can say, these ads do a lot to make me possibly want to visit. They have achieved all of this with graphic design, humor, and passion. Sometimes, that is all it takes.

From the brief:


Kentucky for Kentucky’s been tasked to develop a viable brand and tag line for the great Commonwealth of Kentucky. Our goals are simple: increase tourism, attract new business, foster pride, diminish stereotypes, unify the commonwealth and distinguish Kentucky from any other place on the planet. Three easy steps.

Step One – We talked to some of the coolest most admired, most kick ass Kentuckians (and a couple of non-Kentuckians). We even got a few celebrities in the mix. We asked them: how would you best describe Kentucky in a few words? From there a tag-line was born.

Step Two – We partnered with Brian and Sara Turner of Cricket Press and went to work on turning this tag-line into a kick-ass logo.

Step three – Turn up the volume and let the world know: KENTUCKY KICKS ASS.

The Outcome – We documented the entire process. Special thanks to Governor Steve Beshear, Kentucky Department of Tourism, all the kick ass Kentuckians that participated in the interviews, Ian Friley of Kong Productions for filming and editing video, Natalie Baxter for filming, Brian and Sara Turner of Cricket Press for the logo design, Jason Kaufman for print design, the Commonwealth of Kentucky, and George Clooney.