A true place brand platform that cuts across city government, economic development, tourism and residents to unify the community through design, casting a common vision and voice.

A community wide brand platform

A true collaborative project with the City of Waupaca, the Waupaca CVB, and the Chamber of Commerce – this was not just a tourism or city government project but rather one that would support tourism, economic development, talent attraction, city government and residents — all under a comprehensive brand platform. The platform unified the community through design and cast a common vision and voice, while at the same time allowing different stakeholders and entities to use the brand to support their different goals.

The city, like many small communities across the country, needs to attract talent, businesses and tourists, but they need to do so in a way that does not dilute the values of the community and what has made it a great place to visit and live for decades.


Round Tables


Miles Traveled


Cheese Curds Consumed


Brand Platform

Project Documentary

A behind-the-scenes look at the entire branding process.

Public Engagement & Competitive Area Research

Everything we do at CivicBrand starts with public engagement. This is meaningful, roll-up-your-sleeves and get out there public engagement — not just a survey and a public meeting. Over the course of a year we conducted multiple trips to the community where we held numerous round tables, 1-on-1 interviews, workshops and focus groups that cut across all ages and demographics. We participated in tourism activities, attended community events and brought our film and photography crew along to produce a documentary about the entire process.

In addition, we researched and visited communities that may be considered regional competitors to understand their message and value proposition to residents, visitors and businesses in order to get a sense of how Waupaca is different.


Series of 10-second Chain to Main ads

We developed five video ads based on the Chain to Main Strategy.
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