a branding story
Inviting the world to discover life’s possibilities
City of San Marcos Rebrand
The opportunity
As one of the fastest-growing communities in northern San Diego County, the City of San Marcos was at a crossroads with its visual identity. Prompted by the desire to order community wayfinding signage, staff realized that task was a bit challenging since there were so many different logos used to represent the city. Not only did that confuse their brand, but none of the variations accurately reflected this community that was quickly coming of age.
The approach
The City commissioned JPW Communications through a competitive RFP process to develop a new community brand. The process included in-depth research and findings, analysis, creative development and implementation assistance. Through this collaborative process, JPW developed a sophisticated visual identity that matches San Marcos' impressive demographics and positioning in the marketplace, particularly for economic development purposes. The “Discover Life’s Possibilities” tagline exemplifies both what San Marcos is today and aspires to be in the future.
The solution
San Marcos: Discover Life’s Possibilities Brand
Comprehensive brand guide including master narrative, new city logo, tagline, design elements
Stationery suite including letterhead, business cards, envelopes
Specialty items including apparel, vehicle applications
Wayfinding signage
PowerPoint template
Social media templates
Flyer template
Brochures
Banners
The reward
The new San Marcos brand has been well received with the city receiving multiple requests for branded items and community groups organically adopting the tagline (or variations thereof) for special events and initiatives. The brand has also received a great deal of professional recognition including nods from the Public Relations Society of America, the International Economic Development Council, City-County Communications & Marketing Association (3CMA) and the California Association of Public Information Officials (CAPIO). In the ultimate realization of the city’s new brand, those beautiful new wayfinding signs have finally been installed throughout the community.