New brand identity and messaging
for the City of Monticello, Illinois.

REBRAND CASE STUDY
Client: City of Monticello, Illinois

The City of Monticello, Illinois approached Clanin Marketing to submit a proposal of services to conduct a full rebrand of their community’s brand identity. The primary purpose in their rebranding request was to build a single, cohesive identity that could be used throughout the entire municipality. A formal brand guide would accompany the approved brand messaging and identity.

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Strategy & Solution

From collaborative meetings with City of Monticello leadership, Clanin Marketing determined the Brand Fusion process would be the strategy behind this project. Utilizing this strategy would also ensure participation from residents, small business owners, non-profits, and large employers in the development of their community’s new messaging and identity. Once the strategy was determined, Clanin Marketing defined each phase along with tasks and timelines.

1) RESEARCH PHASE:

Objective Data was gathered from market and demographic analysis, as well as economic and tourism inquiries from the Chamber of Commerce. Perspective data was attained by hosting three focus groups in which very strategic questions and exercises were used to gather valuable insight from residents, community leadership, and business owners.

2) BRAND MESSAGING DEVELOPMENT OF THE CITY’S:

Brand Pillars
Brand Story
Brand Promise

3) BRAND IDENTITY DEVELOPMENT:

Logo Creation
Identity Standards

The Research Phase was the catalyst for the new brand to be created and approved. By combining factual data with insight from the residential and business communities, Clanin Marketing was able to develop a brand that reflected the identity of the entire community.

THE MARK

Using data gathered from research and focus groups, the Clanin Marketing team narrowed the focus to the heart and soul of the community - the Downtown square. Widely known across the region, this incredible district is where the community gathers to meet, shop, and be entertained.

To identify the City of Monticello’s vibrant city center as a hub for residents and destination for visitors, Clanin Marketing created this mark of the City’s downtown grid into an eye-catching abstract representation of the community’s most discernible and charming feature. This mark was incorporated into a modern and bold design which can be used across a variety of City departments.

THE MESSAGING

As part of this rebranding project, Clanin Marketing was tasked with developing new brand messaging to help connect the City of Monticello with residents and visitors while telling a clear and concise story. Through research, Clanin Marketing developed the Brand Cornerstones, Story, Promise, and Tagline for the City.

Legacy - Our City proudly continues to build upon the foundation created by the generations before us.
Pride - We believe in maintaining the authenticity of our City with care, kindness, and restorative design.
Resources - The City will continue to offer support and resources to sustain valuable services in our community.
Location - We strive to promote the central location of our city as a destination for people and businesses to live, work, stay, and play.
The City of Monticello is a community located in the heart of Central Illinois. Conveniently located with easy access to the City’s amenities, we strive to be known as a destination, not a pass-through. We promise to preserve our landmarks, attractions and shop to create an inviting place to live, work, stay, and play.
The leadership of the City will continue providing resources and programming to support the well-being and success of all our residents, businesses, and organizations.
The people of our community will be encouraged to feel pride and ownership in maintaining the beautification of their neighborhoods and districts. Together, the people of Monticello will make every effort to ensure a sense of belonging, kindness, and inclusivity to locals, newcomers, and visitors alike.
Monticello is a centrally located community offering exceptional amenities for better living.
Close to Everything. Far from Everyday.

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Deliverables

When the Brand Messaging and Identity were approved, Clanin Marketing completed the project by providing a City of Monticello Brand Guide along with the requested creative to fit their needs. This project has also led Clanin Marketing to rebrand the Monticello Area Chamber of Commerce, Monticello Main Street, and Make it Monticello.