City of Poughkeepsie

Branding   |   Content   |   Digital   |   Motion   |   Municipal

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

PKGO Logo on black background

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.

Wooden mockup of PKGO logo
PKGO street banners and tote bag

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!

iPad mockup of PKGO website

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.

T-shirt mockup of PKGO logo

CREATING A DOCUMENTARY VIDEO TO EXPLAIN THE STEPS THE CITY OF POUGHKEEPSIE IS TAKING TO MODERNIZE ITS SEWER SYSTEM

In response to periodic media reports on the subject, Ashworth Creative produced a video for the City of Poughkeepsie to detail the impacts of increased ground saturation due to rain and snowfall that can overwhelm the sewer system and cause “combined sewer overflows” or CSOs. The video also outlines the millions of dollars the city is investing in improving the sewer system infrastructure and plans for short- and long-term solutions with the eventual aim of limiting overflows completely. If you can’t imagine how two songs by the Beatles and the classic “Stormy Weather” can help tell this story, watch and see. Animations were designed in-house and RossMedia was the production company.

VIDEO MINI-DOCUMENTARY EXPLAINS THE NEED TO CUT DOWN MULTIPLE STREET TREES IN POUGHKEEPSIE

The emerald ash borer is an invasive species that has infested full-grown ash trees across the U.S. and in the City of Poughkeepsie. The City worked with the The Environmental Cooperative at the Vassar Barns and the City of Poughkeepsie Shade Tree Commission to do a census of street trees that were infested by the borers and Ashworth Creative produced a documentary video to explain to residents why familiar trees needed to be cut down. Each tree destined to be cut down was identified by a card we designed that was tied to the tree by volunteers from Vassar College.