South Carolina Department of Commerce rebrands with new focus

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The South Carolina Department of Commerce has 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, a news release stated.

The “Launch to Legacy” brand leverages three core elements, the release stated:

• 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 release stated. 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. The messaging and reimagined logo reinforce our commitment to business as we continue to compete globally while building a high-tech, diverse, sustainable economy,” said South Carolina Secretary of Commerce Harry M. Lightsey III in the release.

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, the release stated.

To learn more about the “Launch to Legacy” brand, including the brand introduction video, click here.