City of South Euclid Branding

Case Study

Brand Identity, Brand Strategy, Civic Branding, Messaging, Sign Systems

South Euclid is a family-friendly inner-ring Cleveland suburb with a strong community base, steeped in cultural diversity and history. Their commitment to sustainable action and community development is seen in their beautiful parks, active neighborhood groups, community gardens and CDC programs.


South Euclid’s landscape showed evidence of the economic downturn and housing crash. Vacant properties shook the confidence of the inner-ring suburb’s characteristic hardy, resilient nature. Still, grassroots, sustainability-driven efforts were put in place to renovate vacant homes and transform empty lots into community gardens. The city needed this progressive message to reach the public and inspire people to embrace a new South Euclid as home.

“For residents and businesses, South Euclid offers a community of connectivity. This is a city on the move, leveraging its best assets to strike the perfect chord between past and future, tradition and innovation, city and suburbia, stability and change…”

From the City of South Euclid Positioning Statement

South Euclid Personality


  • Residents, business owners and stakeholders took part in a collective Discovery Session to help shape how South Euclid is positioned both to residents and in the marketplace.
  • Targeted key messaging was developed based on prospective homebuyer profiles, including young families and single homebuyers as well as current residents and business owners. Distinct Advantages were used to speak to the unique needs and desires of each group and how South Euclid could meet and fulfill.
  • With a progressive long-term view, South Euclid selected a logo and tagline that spoke to its commitment to sustainability, which aligned with the interests and values of prospective homebuyers. Placemaking efforts like gateway signs, banners and neighborhood identifiers helped bring the brand to life in the space, and the identity was also carried through into marketing, advertising and communications.

“The City of South Euclid is a community that leads and doesn’t follow, and the result is a new vibrancy in our neighborhoods.”

Jim and Pam O’Toole, founders, PLA-WIN Neighborhood Group

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