Scope of Work
In 2018, the City of Murrieta sought to develop a cohesive brand and marketing plan to unify its identity and messaging. The city’s existing mix of logos, taglines, and communications lacked consistency, making it challenging to convey its unique attributes to residents, businesses, and visitors. Through a competitive RFP process, The Creative Bar was selected to create a comprehensive brand that reflected Murrieta’s history, geography, future aspirations, and values while resonating with its diverse stakeholders.
The Process
The rebranding initiative began with an extensive research phase to understand Murrieta’s unique attributes and stakeholder perspectives. The Creative Bar conducted interviews, surveys, and branding workshops, engaging with key groups including residents, city officials, business owners, educators, and public safety personnel. This deep dive uncovered key insights into the city’s strengths, opportunities, and values.
Through this research, Murrieta's brand was defined by its emphasis on safety, opportunity, community support, and strategic location. These elements formed the foundation for the branding strategy and guided the development of the city’s new identity.
The Solution
