The New Face of the American Dream
San Antonio is the seventh largest city in the U.S. Its new Mayor was leading a community- wide initiative to envision the city’s goals over the next decade. He convened a series of public forums called SA 2020 where citizens could take part in the process. We were asked to help frame themes and messages for 2020 by distilling the city’s unique character and potential into a few key words. We developed a series of Micro-Scripts and key phrases to augment the Mayor’s message in speeches and other media. Among several, “The New Face of the American Dream” called out the diverse, public-private partnership that is an engine for San Antonio’s growing prosperity. The notion of “Big City. Small Town”captured San Antonio’s one-of a-kind-combination of big city dynamics with small town warmth and values—and its citizens desire to keep it that way. “Downtown SA: A League Apart, Minutes Away”was designed for a highway billboard campaign promoting the advantages of San Antonio’s vibrant, world class downtown. SA 2020 has so far been hailed as a major success and we are honored to be a part of it.