Branding a City Based on What's Real

We were tapped to create a plan and graphic identity for the #IndyWelcomesAll campaign, a collaborative crisis response that went from concept to national news in a week’s time.

With so many varying and personal perceptions of a place, how do you deliver a tourism marketing message that resonates with everyone?

Downtown Indy, was sometimes confused with the City of Indianapolis, making it difficult to build support, raise funds and mobilize volunteers.

Through research, strategy, thoughtful naming, and a compelling visual identity, we got Mirror Indy ready for its reveal.

The organization was previously called the Indianapolis Parks Foundation, a name that had grown stale and stuffy — and was no longer a fit for its “open spaces, open minds” mantra.

A brand new campus created an opportunity to improve the experience of justice, for everyone.