FEATURED CASE STUDY
CITY OF SPRINGFIELD, OHIO
BRAND DEVELOPMENT
CLIENT:
CITY OF
SPRINGFIELD, OHIO
SCOPE:
BRAND STRATEGY / BRAND IDENTITY / VISUAL AND VERBAL BRAND LANGUAGE
Creation of a brand position, identity, and visual brand language to help unify communication and establish an ownable narrative for the residents of Springfield, Ohio
The Need
The City of Springfield had operated without a strong city brand for decades and was in need of a strategic brand development process to establish a solid platform as it continues to experience growth and new development. Given the often negative local perception, the need for a unifying rallying cry to bring residents together in a positive way was paramount.
The Goals
Our primary goal was to create a brand for the city that would feel authentic to residents, help the city communicate more effectively, and present itself more confidently on a larger stage. Springfield was thrust into the national spotlight during the 2024 U.S. Presidential election due to an influx of Haitian migrants who arrived under temporary protected status. They were falsely accused of 'eating the dogs and eating the cats' of neighbors. The updated brand needed to support the city in navigating situations like these—and it did.
The Solution
Through a variety of surveys with local residents, along with discovery sessions with stakeholder groups, we developed a brand position that was not only aspirational but also authentic. The tagline 'Forward Together' emerged directly from the strategy to build momentum and the realization that real progress as a city can only be achieved when all residents are moving in the same direction. The visual brand is intended to harken back to the boldness and resilience that have defined Springfield since its inception.
The Takeaway
Creating a civic brand is a unique undertaking. Your solutions must be grounded in reality more than most, as residents will only adopt and champion the brand if it feels authentic. Don’t be afraid to confront the challenges head-on and acknowledge them. Involve all levels of the community to ensure the brand represents everyone—not just a select few.
BRAND POSITION
Springfield is an evolving city smack in the middle of its modern renaissance.
We’re in the process of defining who we are today—
trying not to get stuck on who we were yesterday.
We have issues, what city doesn’t. But it’s our city. And we choose to focus on the good.
And the good far outshines any of the bad.
Our people are what makes us truly great.
The deep relationships that are established here are special.
Our diversity makes us strong.
When we are all on the same page and our residents understand
how to impact change, we can help guide this city into its next great era.
KEY BRAND THEMES
WE ARE OUR PEOPLE
We are the sum of our parts. There are great people everywhere you go in Springfield. These people become friends, family, and ultimately form the strong bonds that solidify our community.
STRENGTH IN DIVERSITY
We are a community rich in diversity. But we are also divided in many ways. One of our project goals is to create a brand that all of our community can be excited about and have pride in, and to begin the process of unifying our residents no matter their social or economic standing.
FOCUS ON THE POSITIVE
We can’t just ignore the real issues that we have in Springfield and pretend they don’t exist. But we can chose to focus on the glass being half full instead of half empty. Our residents are smart and will pick up on a brand that is not authentic.
PRIDE IN
THE NAME
OF LOVE
We desperately desire relevance as a city. We need to work on our own self-confidence first. As a government we also can’t worry more about the outside visitor more than we do the resident. Our final outcome should instill pride in our residents. Not only pride in our past, but pride in our future.
CIVIC OWNERSHIP
& EDUCATION
We want our residents to own this brand and to be engaged in the governing process. When residents are educated about the way that our local government works they are more likely to take part and make a difference.
LOGO
PRIMARY BRAND COLORS
SECONDARY PALETTE
TERTIARY PALETTE
TAGLINE
Our tagline, “FORWARD TOGETHER”, is the summation of our brand. It represents the primary goal of who we are as a city and our goals for unity and progress in unison.
