The City of Kaukauna, Wisconsin is located approximately 100 miles north of Milwaukee and is situated on the Fox River. Known for beautiful landscapes with over 240 acres of protected land and natural resources, Kaukauna is a true midwest city, rich in history and traditional values.
“The entire process of working with the team at Guide Studio was iterative and collaborative and we felt strongly that Guide listened to and interpreted our community members’ input. We are exceptionally pleased with our brand, the guidelines for utilizing it, and the design of our new wayfinding signage system.”
Allyson Brunette
Principal Planner (former)
The Problem
The City realized that when they seek to attract new business investment, maximize their tourism assets, or encourage new residential development, they were lacking a clear and concise brand message. They recognized all their positive assets, but to capture new business and residents they knew they needed a message that is concise, authentic, and compelling.
The Solution
The City’s new identity used a clean and linear graphic style, conveying quality and precision, a nod to Kaukauna’s history of manufacturing and pride in craftsmanship. KAUKAUNA forms a bridge over the dam, much like the iconic sign does over the water. Including these elements pays homage to some of the things that make Kaukauna special – the power that comes from the river and other natural resources along with the efforts of the community to continually innovate and build on that framework.
A series of brand badges (pictured below) were also developed as part of the ‘brand family’ for use in specific marketing efforts – the badges more clearly highlight notable assets in the City, such as the 1000 Islands Environmental Center, renewable energy sources, a tradition of manufacturing, and the pride and connection to the Kaukauna Area School District, among others.
The Results
“We needed a brand that reflects the impressive range of what we have to offer,” said Bob Jakel, Planning and Community Development Director. “We’ve made significant investments in our trail network, in preservation projects like the restoration of the Historic Eagle Mill for the Kaukauna Public Library, the development of Hydro Park in our downtown area, and the soon-to-begin construction of the David and Rita Nelson Family Heritage Crossing, all while continuing to grow and solidify our municipal tax base through new commercial and residential development. This brand unifies our assets under one identity and showcases all that we have to be proud of, but in a way that exercises Midwestern humility.”
The City of Kaukauna documented the whole process on a blog, read more here.
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If you are tired of having an outdated and under-appreciated image, we’d like to help! Questions are free, so ask away. We’re happy to listen and point you in the right direction.
