City of Renton, Washington
Renton is a thriving community in the highly desirable Puget Sound region. In close proximity to Seattle, Bellevue, and Redmond, Renton is home to internationally known brands such as Boeing, the Seattle Seahawks, PACCAR and Wizards of the Coast.
In 2016, the City of Renton’s marketing committee embarked on an ambitious initiative to evolve the community’s brand both within the region as well as nationally and internationally. With targeted business development opportunities and new hotel product coming online in 2017, the city needed a comprehensive strategy and plan to grow its economic base across economic driver companies, tourism and destination retail.
In 2016, The City retained Atlas Advertising to conduct on-the-ground and online stakeholder research, develop a three-year marketing strategy and plan, and to evolve its brand.
After extensive research and interviews, a SWOT analysis was developed resulting in new brand positionings against multiple targets: business development, destination retail, residents, potential workforce, tourists and meeting planners. From that work, tactical recommendations were developed for all targets.
A mood board and logo designs were created to begin to position Renton for their multiple targets. The color palette reflects the naturally occurring colors throughout the community while at the same time is reflective of major, recognizable brands located there. The final logo chosen by the City of Renton's Marketing Committee is a comfortable evolution from their existing logo with the ability to adjust the modifier for different organizations and/or audiences.
The City of Renton is implemented the tactical recommendations including the development of new and/or updated web presences for economic development, tourism, and their downtown.
As Atlas Advertising’s Vice President of Agency Services, my role in this project was strategic team lead and account manager; developing the marketing strategy and plan as well as providing creative direction on brand elements.
Agency Partners: STUN Design and Interactive
Internal Team Members: Heather Dubin, Guillermo Mazier, Michael Vinlaun