Kaukauna, Wisconsin, a picturesque city along the Fox River, is approximately 100 miles north of Milwaukee. Renowned for its scenic landscapes, the city encompasses over 450 acres of protected greenspace, including the 1000 Islands Environmental Center. Kaukauna embodies quintessential Midwestern values, balancing tradition with a progressive approach to problem-solving and future planning.
In late 2019, the city recognized the need for a cohesive brand message to attract business investments, boost tourism, and encourage residential growth. Collaborating with Guide Studio, a firm specializing in branding and strategic communication for cities, Kaukauna embarked on a Community Branding Initiative. This effort culminated in August 2020 with the unveiling of a new brand identity that authentically reflects the city’s heritage and aspirations.
The new logo features a clean, linear design with “KAUKAUNA” forming a bridge over the dam, reminiscent of the historic lock and dam on the Fox River. This design symbolizes the city’s industrial roots and its ongoing commitment to innovation and community development.
To further bring the brand to life within the city’s environment, Kaukauna partnered with Guide Studio to develop a comprehensive signage and wayfinding program. A key focus of this initiative was highlighting the city’s substantial park system, ensuring that residents and visitors could easily navigate and fully experience the community’s natural assets. Additionally, Guide Studio helped the city establish a series of sub-identities, aligning key community touchpoints such as the farmers market and local events with the overarching brand, reinforcing a unified and recognizable city identity.
Partnered with ACSM Design + Build
