The City-County Marketing Association (3CMA) recently gave national awards to two JPW Communications (JPW) projects that were completed for the City of San Marcos.
3CMA’s 30th annual Savvy Awards Competition drew more than 700 entries—and ultimately, Silver Circle Awards, the second highest honor, went to San Marcos’ newly minted brand and logo, which were both created by JPW.
“The City of San Marcos is committed to raising the bar in government communications, and our collaboration with JPW has helped us do that exceptionally well,” said Communications Officer Sarah Macdonald.
The new brand invites people to come explore everything San Marcos has to offer with a simple tagline: ‘Discover Life’s Possibilities.’ The logo plays off that with a stylized compass rose in the “O” of San Marcos, conveying a feeling of exploration.
“San Marcos has a lot to offer, but we needed a clear identity that piqued curiosity and invited people to come be a part of it all. This logo hits the mark,” Macdonald said.
3CMA judges were particularly impressed with the strategic thought stating it is proof that “good logos aren't just plucked out of thin air, [but rather] take time, effort and a defined process.”
These projects have empowered the City to implement brand consistency for the first time. To date, more than 50 publications have been refreshed with the logo including the community newsletter, budget cover, digital assets, economic development brochures, trade show exhibits and a comprehensive set of office templates including letterhead, business cards, email signature lines, staff reports and cover pages. This translates to approximately 80 percent of all collaterals for the city—a remarkable conversion rate.
“Simply put, these projects have helped the City of San Marcos become more polished—and it has strengthened our position as an emerging regional leader,” Macdonald said.
Improving local government was in fact what inspired JPW President Jenny Windle three years ago to launch the communications firm, which now has offices in San Diego and Los Angeles counties.
“My team and I have decades of experience in local government. We inherently know what our clients need because we’ve been in their shoes,” Windle said. “But beyond that, this is our passion. We fiercely believe that strategic communication improves government. Recognitions like these validate that and inspire us to do more.”