Domoto was charged with naming and developing a brand for this area. Given that many of our team are Colorado natives, this responsibility was an honor, and something held close to the heart. Through extensive stakeholder engagement, vast amounts of learning, deep dives into historical archives, and considerable collaboration with dedicated commissioners, a brand name was developed, authentic to the ethos and origin of the area – “Historic Splendid Valley.”

 

  

 The spark igniting powerful brands are seldom created, but rather uncovered. Historic Splendid Valley is an excellent case-in-point. The name dates back to 1881 when former railroad man Daniel F. Carmichael filed for the first plat (or official plan) for the new townsite of Brighton. Despite drought and other challenging conditions that made farming and ranching difficult, optimism prevailed. According to his obituary in the Brighton Blade dated March 3, 1911 he “took a fancy to the place and determined there should be a town here that would be a credit to the splendid valley of the Platte.” Carmichael had faith in the future. The brand echos this optimism, and shines a light on all that is possible in the years to come.

The Historic Splendid Valley identity was designed to evoke optimism as well as nostalgia. The key figure is a heroic female farmer carrying a basket brimming with a variety of fruits and vegetables. Behind her are lush fields, nourished by the waters of the South Platte River. The brand is meant to be iconic, drawing visitors to a unique place that is authentically Colorado. It is a badge of quality to be searched for in the produce sections of grocery stores and on the labels of homegrown products. Finally, it is a reminder, that the most important parts of our cultural fabric should be honored and protected, so that generations to come can experience powerful connections to the land, people, and products that nourish us in a plethora of ways.