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The initial Research & Public Engagement phase of the Branding Washougal project is now complete. The community survey wrapped up in July, and over the past several months we’ve gathered input through in-person engagement, 10 virtual stakeholder interviews, and 4 virtual listening sessions. Together, these conversations have given us a much deeper understanding of Washougal’s people, places, strengths, challenges, and aspirations.
The project team is now bringing all of that information together through an Identity & Experience Audit. The audit will synthesize what we’ve learned through research, surveys, interviews, listening sessions, workshops, and our site visits. From this, we’ll identify a set of Focus Areas that define the most important opportunities and challenges the brand should help address.
Importantly, these Focus Areas will be about more than marketing. They will provide a strategic framework to inform citywide decision-making, strengthen alignment, and guide future policies, initiatives, and long-term priorities. We’ll work with City staff and the stakeholder listening committee to refine these areas, with the goal of having the audit ready for staff review by the end of August.
Once the Focus Areas are established, we’ll move into the next phase of the project in September: developing the strategic direction for the City of Washougal brand. This work will build directly from what we’ve heard and learned throughout the research and engagement process. We’ll also be back in Washougal in September to capture the community on film as part of a brand video that will help bring Washougal’s story to life.
We’re excited to move from listening and learning into defining what Washougal’s story can be!
Over the past few weeks, the Branding Washougal team hosted four virtual focus groups with community members to continue learning about the people, places, and experiences that define Washougal. The discussions were thoughtful, engaging, and provided valuable insights that will help shape the project.
Two of the sessions focused on a simple question: What makes Washougal, Washougal? Participants consistently pointed to Washougal’s strong sense of community, its incredible natural setting and outdoor recreation opportunities, its peaceful small-town lifestyle, and the kindness of the people who call it home.
The remaining sessions explored Downtown & the Built Environment and Economic Development & Market Positioning. Participants shared excitement about downtown’s character and potential, while expressing a desire for more locally owned businesses, more activity, and a stronger sense of place that reflects Washougal’s identity. Conversations about economic development highlighted Washougal’s strategic location, the importance of creating more quality jobs, particularly for young people who grow up in the community, and opportunities to support entrepreneurship and business growth.
These conversations represent just one piece of the engagement process. While several common themes are beginning to emerge, this is still early feedback, and the project team is continuing to listen. The community survey remains open through mid-July, and interviews with community leaders and key stakeholders are underway. Together, these conversations and the survey results will help uncover the authentic story of Washougal and inform the community’s brand strategy.
Thank you to everyone who has participated so far! If you haven’t yet shared your perspective, there’s still time to get involved by completing the community survey.
The project team recently spent several days in Washougal to kick off the Branding Washougal effort and begin listening to the community!
The visit started with time on the ground, exploring Washougal and its surrounding natural areas to better understand the landscape and setting. The team also visited nearby Camas and Vancouver to experience how those communities compare. City staff then led a full driving tour of Washougal, followed by a lunch with City leadership to discuss priorities and goals for the project.
From there, the focus shifted to community input. The team hosted pop-up engagement at the senior center, at the Washougal Times on Taco Tuesday, and at Compass Coffee. At each stop, community members were asked a simple question: what makes Washougal, Washougal? The team also helped spread awareness of the community survey and encouraged residents to participate.
Additional conversations included a workshop with City staff leaders, a focus group with Washougal High School students in the ASB Leadership class, a listening session with the community committee, and a focus group with local business owners and members of the Citizen Academy.
These early conversations are helping build a strong foundation for the work ahead. Thank you to everyone who took the time to share their perspective and be part of the process!
