Municipal Branding Case Study
Defining a Community Identity for the City of Hawley
Hawley, Minnesota, is a growing community that brands itself as a "commuter city"—a midway point for families seeking a safe community, smaller schools, and affordable housing. The city focuses on fostering a strong sense of belonging and providing a better life for millennial families and businesses.
Partnership Scope
Brand Sprint
Industry
Municipal Government
Location
Hawley, MN
Services Provided
- Logo Design and Brand Identity
- Drone Capture & Aerial Photography
- Assets for Brand Awareness Campaign
- Community-Focused Visual Identity Work
The Challenge
Reflecting Local Pride through Modern Identity
Community-focused identity work requires a delicate balance: the need to reflect local pride while serving diverse audiences. For the City of Hawley, the challenge was to create a visual identity that held up across every communication channel for a growing city…making sure the community would stand out as a strong option for families seeking small town charm with a reasonable commute to surrounding areas (Detroit Lakes, Fargo, etc).
The Solution
Community-Rooted Design
OpGo Marketing utilized a process rooted in discovery in collaboration with Lee Schwartz (consultant for the city), listening to understand the unique considerations of the Hawley community. We developed a fresh visual identity designed to carry the city's story forward and draw on its distinctive character to differentiate the value when compared to other cities in the surrounding area. To further elevate the city's digital presence, we utilized drone capture to provide high-impact aerial perspectives of the community's landscapes and growth. This foundation ensures current and future residents understand Hawley’s values and what they can expect from all the city has to offer.
HIDDEN
We continuously track key metrics like engagement, reach, fan growth, and click-throughs. We use these insights to optimize performance and bring new ideas to your monthly check-in.
Strategic Brand Identity
We focus on the "why" behind the organization to distinguish Hawley in the minds of residents and partners. This includes defining visible elements like the logo, color palette, and overall design system.
Drone & Aerial Storytelling
We leverage drone technology to capture compelling aerial footage and photography that showcases Hawley's unique geography and community layout.
Versatile & Scalable Assets
The final identity system was built to work beautifully at every size and in every format—including print, digital, and single-color applications like city vehicle decals or merchandise.
Municipal Experience
Our team brings direct experience working with municipalities like Hawley and Halstad, understanding the unique stakeholder needs and the importance of reflecting a community's heritage in its branding.
A Brand for the Next Generation
By modernizing the city's visual identity, Hawley is now better positioned to communicate its energy and momentum to the region. The new mark and messaging feels current and confident, helping to build trust and recognition among current residents and potential new families looking to move to the area.
Ready to Carry Your Community’s Story Forward?
OpGo Marketing specializes in community-focused identity work that reflects local pride and serves diverse audiences. From municipal logo refreshes to full brand strategies, we’ll help you build an identity that holds up across every application.