Results
Commerce City Economic Development Brand Identity and Marketing Collateral
Categories: Commerce City | Government | Case Studies | Print Collateral | Public Relations
Client Challenge
As the fourth fastest growing city in Colorado, Commerce City has experienced a 118 percent increase in population over the last 10 years. In 2011, the City of Commerce City Economic Development department (CCED) found itself in a unique position to capitalize on the city’s impressive growth and attract new industries and businesses to the community. Following the development of a comprehensive economic develop strategic plan which identified Commerce City’s five main target industry sectors, the CCED set out to create a fresh brand identity and suite of collateral materials to accompany its marketing and business development efforts.
After conducting a series of focus groups made up of leaders from each of Commerce City’s five target industries – Advanced Manufacturing, Business & Professional Services, DIA Technology, Logistics & Distribution and Retail – CIG and CCED identified that one of the biggest challenges facing the city was negative perceptions of Commerce City as an industrial town. Looking for a way to offset these negative perceptions of the community and appeal to both new and existing Commerce City businesses, CCED engaged CIG in a process to develop a strong brand identity that would empower the city’s business outreach and reflect its rank as one of the most progressive municipalities in Colorado.
CIG Solution
Recognizing that much of Commerce City’s success and sustainability over the years – especially during hard economic times when most local municipalities have struggled – is largely because of its industrial roots, CIG proposed a brand identity that aimed to embrace Commerce City’s history and livelihood while redirecting perceptions of it as an undesirable place to do business. CIG and CCED wanted to not only redirect peoples’ perceptions of Commerce City, but also redefine how the term “commerce” is interpreted. Based on this idea, CIG developed the theme of “Redefining Commerce,” which was used to guide creative concepts in the content development and design of a new suite of marketing collateral
From concept to completion, CIG managed the production (including planning, copywriting, designing and printing) of seven individual yet consistent marketing pieces. These pieces – one for each of Commerce City’s five target industries, plus an Economic Profile summary and pocket folder to encase the collection of materials – were developed to complement each another and reinforce the “Redefining Commerce” theme and brand identity.
With a new suite of high-quality, high-impact marketing collateral in tow, CCED has continued its efforts to reach out to new industry sectors and existing businesses and is redefining commerce for Commerce City and the next generation. As signs of progress, in 2011 Commerce City made significant agreements, including the purchase of Mile High Greyhound Park for a new mixed-use development and starting construction on a new King Soopers MarketPlace, among others.