City of Poughkeepsie

Branding   |   Content   |   Digital   |   Municipal

Creating inspiration for a city that's on the rise. The re-branding and revitalizing of Poughkeepsie.

A CITY IN SEARCH OF A RENAISSANCE

Poughkeepsie is a post-industrial city with some significant assets, flanked by the Hudson River and colleges such as Vassar, Marist and Dutchess Community College. Ashworth Creative were already staunch fans of Poughkeepsie when we were approached by the city administration to create a brand image to spearhead a new era for the city. Aware that past such image-building exercises had failed, Ashworth Creative designed a process to build consensus and enthusiasm behind the eventual image beginning with a survey and ending with a website.

USING DATA TO SUPPORT BRANDING

Ashworth Creative worked closely with city personnel to devise a 5 question survey that was chosen to select and eliminate some visual brand options. The results showed that most of the more than 600 respondents had positive feelings about the city and believed it to be more modern than it is historical. At the same time, the almost 200 year old city seal of a beehive was not to be ignored. Ashworth worked with a team of stakeholders from around the city, not just the administration, but those involved in the arts, business and nonprofits to create a brand image that was modern, energizing and reflects a city on the go. And the logo PKGO was born!

A WEBSITE FULL OF POSITIVE CITY STORIES

In addition to a logo, Ashworth Creative recommended establishing a website that was not a governmental site, but one that reflected the pleasures of Poughkeepsie as a place to live, work, contribute and play. The resulting website is becoming a repository of positive stories about Poughkeepsie, told by the people of the city. Poughkeepsie is now to be the home of a new medical school created by Marist College and Health Quest. The city is indeed on the go and Ashworth Creative is thrilled to continue our productive partnership with a city we have grown to love.