WWW.POGGEMEYER.COM PROJECT LOGOS & BRANDING PLANNING PROJECT IDENTITY AND BRANDING It may seem like a little thing- but we have found that it is important to try to identify a master planning process with a consistent logo. Here’s why - new or updated Master Plans typically require a year or more to complete. During that time, many maps, notices, flyers and draft documents are produced and it can sometimes be hard for residents to mentally “connect” this stream of material with a single process and result. Use of a logo is a way to help people appreciate and grasp the larger planning process.
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WWW.POGGEMEYER.COM
PROJECT LOGOS & BRANDING
PLANNING PROJECT IDENTITY AND BRANDING
It may seem like a little thing- but we have found that it is important to try to identify a master planning process with a consistent logo. Here’s why - new or updated Master Plans typically require a year or more to complete. During that time, many maps, notices, flyers and draft documents are produced and it can sometimes be hard for residents to mentally “connect” this stream of material with a single process and result. Use of a logo is a way to help people appreciate and grasp the larger planning process.
Working as a sub consultant to LSL Planning, PDG has provided assistance to the Michigan Economic Development Corp (MEDC) with respect to the Redevelopment Ready Communities (RRC) program. The RRC program is a state-wide certification program that helps communities throughout Michigan become better equipped to support and encourage development and redevelopment. Participating communities receive assistance with regard to community planning, zoning, development review processes, recruitment and strategic economic development initiatives.
As a member of the consulting team PDG specifically helped the MEDC prepare both an Economic Development Strategy Guide and a Marketing and Branding Guide. Both are tools to be used by communities participating in the RRC program as they work toward RRC certification. In addition, PDG assisted the City of Lathrup Village prepare a Marketing Strategy and Cities of Allegan and Marshall with updates to municipal web sites to better showcase local opportunity. PDG also assisted the City of Eastpointe update and enhance its municipal logo to better capture community identity and character.
MICHIGAN ECONOMIC DEVELOPMENT CORPORATION
Location ∙ Multiple Michigan Communities
Services Provided ∙ Community Planning ∙ Branding and Marketing Guidelines ∙ Graphic Design ∙ Economic Development
Schedule ∙ Professional Services On-Going
∙Project Team ∙ Randy A. Mielnik, AICP, LEED AP ∙ Lauren O. Falcone, AICP ∙ Beth A. Barton, Graphic Design
A Family Town
ReferenceJennifer M. Rigterink, Manager, Redevelopment Ready Communities®Michigan Economic Development Corporation300 N. Washington SquareLansing, Michigan 48913 888.522.01031 [email protected]
C I T Y O F
In association with the Michigan Economic Development Corporations’ (MEDC) Redevelopment Ready Communities program, PDG assisted the City of Escanaba develop a marketing and branding plan. This work began with a complete review of applicable planning documents and many conversations with local leaders designed to gain a more complete understanding of existing community identity and vision for the future. Particular attention was paid to existing expressions of community identity in the form of community signage (gateway, identification, and directional), website content and image, and other supportive materials developed in association with community events and public communications.
A key part of the planning process included an evening workshop which brought many community leaders together to consider how the existing municipal brand could be refreshed and more deliberately communicated to target audiences. Key target audiences included existing residents, visitors and others considering an investment in the community. The resulting plan provided detailed and actionable recommendations. These recommendations included cost estimates and a scheduled for implementation. Recommendations also
Project Relevance ∙Community Branding
∙Consensus Building
∙Economic Development
more...
ESCANABA MARKETING AND BRANDING PLAN
Location ∙ Escanaba, Michigan
Population ∙ 12,413 (2014 Census)
Services Provided ∙ Community Branding and Marketing ∙ Economic Development
Cost ∙ $11,000
Schedule ∙ Fall 2016–Winter 2017
Project Team ∙ Randy A Mielnik, AICP, LEED AP, Project Manager
∙ Beth A. Barton, Graphic Designer
A Family Town
ReferenceMichelle Parkkonen, Manager Redevelopment Ready Communities® Collaborative Community Development–MEDC300 N. Washington Square Lansing, MI 48913 517.599.8796 [email protected]
included topics associated with improving the City’s web presence, beyond those identified previously by the MEDC. This work also took place shortly after completion of an updated Master Plan which renewed community vision and helped redefine community identity.
ESCANABA MARKETING AND BRANDING PLAN
ReferenceMichelle Parkkonen, Manager Redevelopment Ready Communities® Collaborative Community Development–MEDC300 N. Washington Square Lansing, MI 48913 517.599.8796 [email protected]
Eastpointe A Family Town
Facilitated through the MEDC, PDG partnered with LSL Planning to work with the City of Eastpointe to develop an updated community logo and tag line that better reflects the Community’s image. The logo and tag line will be included on the municipal letterhead, website, gateway signage, general advertising and other media. Aside from recent certification as a Redevelopment Ready Community, Eastpointe is making significant strides in livability and quality of life.
PDG researched the City and collected key information to draw conclusions about community strengths. A branding workshop was then organized to receive input from the residents on the perception and essence of the community. Preparatory work included a public notice flyer to advertise the event. Subjects of discussion during the workshop included:
∙Brief overview of community branding
∙Review of existing perceptions of Eastpointe, history and strengths
∙Discussions about key community attributes and aspects of Eastpointe
Project Relevance ∙Community Branding
∙Consensus Building
∙Economic Development
more...
CITY OF EASTPOINTE BRAND IMPROVEMENT
Location ∙ Eastpointe, Michigan
Population ∙ 32,657 (2016 Census)
Services Provided ∙ Brand Identity ∙ Public Image ∙ Economic Development
Cost ∙ $10,000
Schedule ∙ September 2015–April 2016
Project Team ∙ Randy A Mielnik, AICP, LEED AP, Project Manager
∙ Beth A. Barton, Graphic Designer
Before
A F a m i l y T o w n
EASTPOINTE
The Future Lives Here
EAS
TPOINTE
A Fa m i ly To w
n
EASTPOINTEA F a m i l y T o w n
The Future Lives Here
The Future Lives Here
A Family Town
Logo and Tagline Designs
A Family Town
Result
Mary Van Haaren, Director of Development Public Works and ServicesCity of Eastpointe Eastpointe, Michigan 48021 586.445.3661 x 2208 [email protected]
PDG also developed an on-line survey to enable the general public to offer thoughts on key attributes that should be expressed in a new logo and brand identity.
Based on workshop results and information gathered, PDG prepared numerous logo designs and tag lines for consideration. The community consensus reflected that an updated look to the existing logo would refresh their brand and retain the historical, memorable mark that had already been established.
City of Eastpointe Brand Improvement
ReferenceMichelle Parkkonen, Manager Redevelopment Ready Communities® Collaborative Community Development–MEDC300 N. Washington Square Lansing, MI 48913 517.599.8796 [email protected]
Facilitated through the MEDC, PDG partnered with LSL Planning to work with the City of Marshall to redesign the City’s website to better showcase local opportunity. As part of the project, PDG redesigned the City’s logo to have a simple, consistent look to be used as a branding style throughout the City’s materials.
PDG and LSL Planning worked with City staff and their web developer to modernize the website content, while keeping the current content management system in place. This allows City staff to continue to update their specific department or area of the website.
As an aspiring RRC Community, Marshall’s key updates for the web redesign included:
∙Promote the City as a vibrant, enticing place to live, work and play.
∙Promote economic development and growth throughout the City.
∙Organize and simplify information into a drop down menu that is easy to navigate.
∙Showcase redevelopment ready sites available in the City.
Project Relevance ∙Community Branding
∙Promotes Community
∙Economic Development and Redevelopment
CITY OF MARSHALL WEBSITE REDESIGN
Location ∙ Marshall, Michigan
Population ∙ 7,045 (2015 Census)
Services Provided ∙ Brand/Logo Redevelopment ∙Website Design and Organization ∙ Economic Development
Cost ∙ $8,000
Schedule ∙ September 2015–December 2015
Project Team ∙ Randy A. Mielnik, AICP, LEED AP, Project Manager
∙ Beth A. Barton, Graphic Designer
C I T Y O F
ReferenceBill EngelmannChairman of JEDD440.234.5780, ext. 207
PDG assisted the Olmsted Joint Economic Development District Board, City of Olmsted Falls, and Olmsted Township with the compilation of strategic marketing information about the JEDD and region. PDG worked together with the JEDD board to market the property as a high-end business park that would appeal to businesses seeking a small town atmosphere in a prime location. Other important factors in branding this JEDD were the history of the area, natural amenities and combination of the City and Township working together. The name “Stearns Crossing Business Park”, logo and tag line were developed with the consent of the JEDD Board, and a full color brochure was prepared to position the JEDD Board to market the property to prospective companies and/or developers. In addition, PDG created a web site for the JEDD, linking it with the web sites of the City, Township, Chamber of Commerce and other organizations, as well as with State and national property procurement sites.
As part of this process, PDG assisted the JEDD Board and property owners with identifying Strengths, Weaknesses, Opportunities and Threats (SWOT); explaining the benefits of the JEDD to property owners; and acquiring consensus among property owners on next steps in the process to prepare the properties for sale and/or development. Nine steps were identified, starting with the creation of a JEDD Committee and execution of a JEDD Agreement among all property owners and local governments.
Location ∙ City of Olmsted Falls, Olmsted Township, Ohio
Services Provided ∙ Community Planning, Strategic Marketing and Promotion
Schedule ∙ Professional Services: 2011
PDG Project Team ∙ Lauren O. Falcone, AICP– Project Manager ∙ Beth A. Barton, Graphic Designer
OLMSTED JEDD STRATEGIC MARKETING & BRANDING
“Great job to everyone involved! We appreciate the time and effort that was put into the redesign for Allegan. It looks great!
ReferenceMichelle Parkkonen, Manager Redevelopment Ready Communities® Collaborative Community Development–MEDC300 N. Washington Square Lansing, MI 48913 517.599.8796 [email protected]
The City of Allegan is a RRC Certified Community, a state-wide certification program that helps communities throughout Michigan become better equipped to support and encourage development and redevelopment. In support of the RRC’s mission to promote efficient, well-organized communities that are eager and ready for redevelopment, the City of Allegan’s website was updated to reflect an inviting, focused, and organized first impression.
Allegan’s website redesign began with an audit of the existing website to determine positive changes that could be made to improve the look and flow of the site. PDG, LSL Planning and the Allegan City Manager worked together to establish the goals. A focus was put on economic development and promoting redevelopment ready sites.
PDG presented the new website design, site content and navigation to the City. Through targeted group discussions with both the City Manager and City webmaster, PDG was able to redesign the website to meet both the community and technical needs. Main components of
Project Relevance ∙Promotes Community
∙Economic Development and Redevelopment
more...
CITY OF ALLEGAN WEBSITE REDESIGN
Location ∙ Allegan, Michigan
Population ∙ 5,071 (2015 Census)
Services Provided ∙Website Design and Organization ∙ Economic Development
Cost ∙ $8,000
Schedule ∙ March 2015–August 2015
Project Team ∙ Randy A Mielnik, AICP, LEED AP, Project Manager
∙ Beth A. Barton, Graphic Designer
the redesign included:
∙Addition of a quick access menu bar across the top to organize the home page and make it easier for viewers to navigate.
∙Public notifications featured prominently on the homepage in a “news” module.
∙Feature Upcoming community events to portray a lively, exciting community image
∙Creation of an Allegan RRC Page that features Redevelopment Ready Sites and resources.
∙Creation of an Economic Development services page that highlights why Allegan is a great place to invest in and links to external local economic development organizations.
∙Creation of Redevelopment Ready Sites page that features current properties for sale.
