Rebrand and unify the distinct communities that make up Iowa City, America’s first UNESCO City of Literature.
Attract overnight visitors who would appreciate Iowa City’s special blend of collegiate energy, progressive thought, and Midwestern values.
In Iowa City, curiosity is cultivated and thoughtfulness is a way of life. We wanted our work to not only reflect that, but also promote it. From the naming structure to the variable logo, distinctive brand identity system, and provocative advertising, we did just that.
“We have a unique community of smart people with widely divergent points of view, and we asked for help developing a single brand to represent and unify us. From the university to downtown to residential neighborhoods, they completely understood who we are and what we stand for. And then they developed a smart brand identity system and highly creative campaign to represent us. It’s been so successful that it’s now our web address and even how we refer to the CVB.” — Joshua Schamberger, president, Think Iowa City