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A clear story brings a community together.
Branding Washougal is a City of Washougal initiative focused on clarifying what sits at the core of our community. This effort grew out of the City’s strategic planning process and the priority to establish a distinct and recognizable identity for Washougal. Grounded in research and shaped by community input, the project will capture the people, stories, character, strengths, and aspirations that set Washougal apart and unite the community around a shared vision, brand and message.
What do we mean by brand?
This work goes far beyond designing a logo or launching a campaign. A place brand is the collective story people believe about a place. It reflects both the reality of the place today and the direction it is moving. The role of this project is to clarify that story and help align actions around it. It will establish a strategic foundation for how the City of Washougal speaks about itself, build pride among residents, help attract talent and investment, and make it easier for visitors, businesses, and partners to understand who we are and where we are headed.
When this project is successful, it will help the City:
- Make decisions based on a shared community vision
- Represent Washougal accurately
- Communicate consistently and authentically
- Build trust and pride among residents
- Align internal departments for efficient use of resources
- Support economic growth while reflecting community identity
FAQs
Q: Is this a rebrand?
A: No. We believe the city already has a brand — it just hasn’t been properly defined. This project is about uncovering and defining the story, identity, and vision of Washougal in a way that is authentic, inclusive, and reflective of the community. It is not simply a logo, marketing, or PR exercise.
Q: Why are we doing this now?
A: Washougal is evolving, and the City’s strategic plan identified a clear need to establish a distinct and recognizable identity that builds pride and strengthens economic opportunity. This project ensures the city’s story is accurate, consistent, and compelling, while putting residents’ voices at the center. It also helps the City align internally and communicate confidently to residents, media, investors, and visitors.
Q: Will this cost a lot of money?
A: This is an investment in clearly defining and communicating Washougal’s story so the investments the city is already making have greater impact. A strong brand helps align departments, build civic pride, and ensure that economic development, planning, and placemaking efforts reinforce one another. This is a strategic investment in long-term effectiveness, not a short-term design or marketing expense.
For this project, the City of Washougal has partnered with CivicBrand, a nationwide place-based consultancy with expertise in Place Branding, Engagement, Placemaking, and Destination Marketing.
