Too often, cities create new brands for departments or initiatives or that don’t relate to each other or to the city as a whole. While we had the immediate task of developing a brand for the Midtown District, to do that properly we had to take the first steps toward a citywide branding initiative — one that looks across all city government departments and examines Santa Fe the place as well as Santa Fe the city.
This phase started with hour long 1-on-1 interviews with each city department leader and Mayor Alan Webber, as well as a full day branding workshop with all senior city staff and a walkshop tour of Santa Fe.
The website was designed to inspire and showcase the future and potential of the district. It has multiple audiences, including residents, developers, higher education institutions and businesses. The website speaks to the vision of the district while providing a timeline and details to keep everyone informed of the current state and next steps.