Final Branding

In October 2019, after nearly a year and a half of public engagement, strategy and and design work, the branding created for Waupaca was officially approved by both the Waupaca City Council and CVB Board. Watch the video below for the full-length documentary that details the process, our findings, and how the brand came to life.
 

A BRAND FOR THE ENTIRE COMMUNITY

A brand system was created that can be used to speak to a wide range of audiences, but where each element is visually connected, ties back to the brand principles, and is in line with the brand strategy. You can read more about the brand principles and brand strategy here.

PLACE BRAND
At the very top level you have the brand for Waupaca the place. It features the word Waupaca paired with an icon that plays off the letter W. The icon can be many things — a W, waves, wheat, chain links, etc. — and is purposely left up to interpretation.

TOURISM BRAND
Below that is the Waupaca tourism brand, which is to be used when speaking to an external audience about visiting the area. Because of this, the Chain O’ Lakes is also featured since it has greater name recognition in the broader region.

CITY GOVERNMENT BRAND
Next is the brand for the City Government. Since the City should be viewed as a symbol of authority, the City Government logo is the City Seal.

RESIDENTS BRAND
The Residents brand gives a visual identity to public engagement initiatives that the City will undertake in the future. We Are Waupaca is meant to create a sense of community and bring people together to achieve common goals.

BUSINESS LICENSING BRAND
Finally, the Business Licensing or ‘Made In’ brand is meant to be a licensing program that encourages support for locally-owned or locally-made companies. There are several options for businesses to choose from to use in advertising materials or on products/packaging, provided they properly license the brand.

NOMINATED FOR BEST USE OF DESIGN

The project is included on the shortlist for the ‘Best Use of Design’ category at the City Nation Place Awards in London this year. Check back soon to see if it won!

VIDEO ADVERTISING

Based on the brand’s messaging strategy — which can be summarized by the idea of Chain + Main, where ‘Chain’ is shorthand for all of the outdoor recreation activities the area has to offer, and ‘Main’ is shorthand for vibrant community activities, restaurants, businesses and more — we produced a series of five short video advertisements that will be used to promote the area. Watch them below.
 

BRAND IMPLEMENTATION PLAN

In addition to all of the strategy, design and video work, we provided a full implementation plan to the City and CVB. The implementation plan provides actionable steps both groups can take to fully implement the brand system and strategy in the coming years. The plan includes everything from a launch event to redesigned tourism and city government websites, a branded merchandise program, and even a potential ‘Main & Chain’ shuttle that could physically transport people from the Chain to downtown. Also coming soon is a wayfinding project that will utilize the area’s new visual identity.

LAUNCH EVENT COMING SOON

The City and CVB are in the process of planning an official brand launch event. Make sure you sign up for notifications to be the first to know about when it happens!