Case Study City of Bend

From Chaos to Consistency

The City of Bend had a legacy logo but no unified brand system—every department was interpreting it differently across dozens of applications. After assessing over 100 different pieces and reviewing their entire identity history, we transformed the chaos into a cohesive brand system that gave each department its own identity within a unified framework.

Strategy

We conducted a comprehensive brand audit, analyzing the city's complete identity history and cataloging how different departments had been using (and misusing) their visual assets. From this foundation, we developed a master brand system with a refined logo, strategic color palette, and department-specific identities that maintained consistency while allowing for specialization across city services.

Goals

Unify inconsistent brand usage across all city departments. Create a scalable brand system with department-specific identities Develop comprehensive templates for all communication needs Establish clear brand standards and usage guidelines Transform brand chaos into professional consistency

KPIs

Brand audit completed across 100+ existing pieces. Unified logo and color palette adopted citywide Department-specific identity system implemented Complete template library created for all applications

Creative
Deliverables

Brand guidelines and usage standards for internal teams