Janesville, Wisconsin

Janesville is a small city in Southern Wisconsin that is undergoing redevelopment of downtown, the additional of a Riverwalk and gathering space, an outdoor performing arts center and the integration of local restaurants and bars. It is known as Wisconsin’s park place.

The new brand strategy was revealed after extensive research, analysis and consultation.The process started with a brand retreat with the CVB Board and staff, and community leaders. An outreach program engaged residents and partners through interviews, workshops, and a local public opinion survey. Market research was conducted in Rockford IL to assess community perceptions and attitudes toward Janesville.

The brand essence was defined as, “Year-round fun outdoors.” Fun in parks, trails, and rivers is integral to Janesville’s sense of place. These nature-based recreational attributes have a strong influence on Janesville as a compelling place for attracting new residents and visitors.

A new brand Identity and visual communications for the City of Janesville. Bill Baker provided the brand architecture, marketing strategy and research.