In fulfilling its vision of embracing the future to ensure South Carolina’s sustainable advantage, the South Carolina Department of Commerce unveiled its new agency brand and tagline, “Launch to Legacy,” to support industry recruitment and retention.
Building on South Carolina’s multi-decade track record of economic development success and proven ability to help companies thrive in a time of transformation, the new brand is designed to speak to S.C. Commerce and the state’s commitment to support businesses for long-term success.
The “Launch to Legacy” brand leverages three core elements:
- When you invest in South Carolina, you grow – as a business, a person and community.
- South Carolina is built for the new economy – people can work where they love.
- South Carolina is the new home and headquarters of American innovation.
Together with a South Carolina-based advertising agency, S.C. Commerce undertook a strategic and methodical process for creating the “Launch to Legacy” brand. The process, which took place over the last year and a half, included qualitative and quantitative research with more than 500 in-state, domestic and international stakeholders to:
- Understand current perceptions of the state and what it means to do business here.
- Identify selling points that differentiate South Carolina from its competitors across the Southeast and the nation.
“With a nod to the state’s heritage, an eye toward the future and a spirit of embracing innovation, the ‘Launch to Legacy’ brand positions South Carolina to carry out our vision and strategic priorities,” South Carolina Secretary of Commerce Harry M. Lightsey III said. “The messaging and reimagined logo reinforce our commitment to business as we continue to compete globally while building a high-tech, diverse, sustainable economy,”
Publicly announced during the state’s first ever Governor’s Economic Summit, the “Launch to Legacy” tagline is also being used to propel a full-scale media campaign targeting corporate decision-makers. Told through the perspective of some of the state’s CEOs, the media campaign will reinforce that South Carolina has everything companies need from launch to legacy.
