City of Monroe
Strength in a unified identity
The Situation
The City of Monroe, Washington, struggled with a brand identity that didn’t resonate with residents. The City’s logo and slogan, “The Adventure Starts Here,” focused on adventure tourism, but community feedback revealed a disconnect between this tourism emphasis and their core values. To better reflect its unique culture and strengths, Monroe needed a rebrand aligned with the fundamental beliefs of its community, especially considering its newly adopted vision, Imagine Monroe.
The Solution
JayRay partnered with the City of Monroe to lead a comprehensive place brand initiative centered around community engagement. The strategy included a brand audit, competitor research and analysis of feedback from over 1,000 residents via surveys, phone calls and focus groups. JayRay focused on creating a cohesive brand architecture across several facets including city government, tourism, economic development, small businesses and residents.
The Results
The rebranding initiative resulted in a place brand identity that captured Monroe’s charm and its broader regional significance. The new logos and brand voice will be implemented across City communications, tourism efforts, municipal departments and community initiatives, fostering local pride and growing visitor interest.
JayRay continues to work with the City of Monroe on brand management, collateral development and brand launch, ensuring the brand evolves alongside Monroe’s growth.
