North Little Rock—A Brand Apart

By Camille Leonard

North Little Rock, Arkansas is literally almost a stone’s throw from its sister city, the state capital of Arkansas. Creating a truly defining brand is sometimes a challenge when positioning for destinations, particularly small to medium sized communities. Regionally, they often share attractors and attributes that draw similar visitors. Read time: 6 minutes

North Little Rock—A Brand Apart

Little Rock and North Little Rock are divided by the Arkansas River but joined by several bridges, including a pedestrian/cycle friendly structure, residents and visitors of both communities flow seamlessly between them. Physically, the downtowns of each city bear no resemblance to one another. Little Rock is a bustling, densely populated area defined by tall buildings, housing, government offices and big businesses. North Little Rock has the appearance of a smaller, more rural downtown with revitalized storefronts and local eateries.

North Little Rock’s new logo and positioning statement reveal the true character of this bike-friendly, pedestrian-friendly, and pet-friendly scenic riverfront destination.

Its quirky and legend-filled history, its rebellious secession from Little Rock, and the historic Argenta Arts District color the ambitions and attitudes of present-day and emerging attractors.

The Positioning Statement—Up to Something directly supports the bold, creative, can-do attitude of people of North Little Rock. The attitude is casual, but energetic. Curiosity is piqued by the mysterious and provoking use of a common phrase. The implication is “something” unexpected is about to be encountered. All of this helps to set North Little Rock apart from other communities in the region. “Up To Something” was crafted so that marketing efforts could be targeted when needed to a wide variety of audiences—Up to Something Fast! (Big Dam 100 bike race), Up to Something Competitive! (Burns Park sports facility), Up to Something Delicious! (a restaurant week), Up to Something Creative!


  • Little Rock is the state capital, a much bigger city with name recognition attached to nationally noted attractions. Their marketing efforts often included North Little Rock activities and venues. While shared promotion benefitted both communities, it left little opportunity to present a unique brand promise.
  • Although North Little Rock is located at the intersection of Interstates 30 and 40, very few travelers are aware of the varied attractions and history of the area.

The Goal

The North Little Rock CVB recognized the growing opportunity to offer more unique cultural attractions and popular outdoor activities in their riverfront district and emerging Argenta Arts District. These growing areas provided an opportunity to rebrand and promote their unique position—therefore educating new and returning visitors. 

A comprehensive Brand Standards Manual contained guides for appropriate logo, font, color palette, and tone of voice for their friendly new look.

Stamp also delivered templates for the communication package and print advertising, so the in-house marketing department had all the tools they needed for a successful brand launch.

  • Marketing Action Planning
  • Branding
  • Brand Strategy
  • Brand Awareness
  • Campaign Development