A Lesson in Branding: The Power of Personas

The Cherokee Nation, headquartered in Tahlequah, Oklahoma, is the largest of the three tribes with more than 320,000 tribal citizens. Cherokee Nation encompasses 14 counties in northeast Oklahoma and holds significant businesses, corporate, real estate, and agricultural interests.


Cherokee Nation offers historic sites and attractions across 7,000 square miles in northeast Oklahoma. They came to us to create a new look and feel that matched the dynamic power of their tribe—enhancing the Visit Cherokee Nation brand. 


After visiting the most popular Cherokee Nation sites and attractions, we quickly learned what key areas could be highlighted to draw the attention of the target audience. The Nation is proud of it’s beautiful culture and we needed to ensure their rich history was visible, celebrated, and accessible. 


Saxum created brand personas centered around the four key audiences: Culture Buff, Citizen, Tour Planner, and Outdoor Buff. These personas provided the foundation to create a brand refresh focused on the exterior of the museums and historic Cherokee Citizens and culture.  


The new, updated look draws attention to Cherokee Nation’s attractions and effectively highlights beautiful culture of tribe.

  • Cherokee Nation’s Cultural Tourism revised all associated museum collateral and utilized the campaign long term. 
  • The updated website allows users to plan their visit through itineraries, detailed attraction information and in-depth cultural insights.

See Our Work