Feature Story
Creating a Shared Identity for Our Community
Understanding a community ’ s identity is vital to its success , prosperity and the quality of life for its residents .
That identity – our brand – is the story of our City . It ’ s the combined experiences individuals have when they interact with us . It includes the things that make us unique , the amenities we offer , the goals we collectively hope to achieve .
Because the City of Port St . Lucie is continuing to rapidly evolve and grow , City Council saw an opportunity to create a unified brand identity to ensure the City ’ s strategic planning aligned with the community ’ s collective values . The project was added to the Strategic Plan by Council to maintain that alignment across departments .
Engaging the Community for Insights Research-Based Design Concepts
North Star Ideas , a highly regarded branding company based in Jacksonville Florida , was selected to conduct research on Port St . Lucie ’ s identity . Its experienced team led the extensive research portion of the project .
A survey was distributed to City residents , which returned 1,300 responses and provided a wealth of statistically valid data and insights about what matters in the community . Surveys were sent in two other communities – Orange County and Miami – to get a sense of what people outside the Treasure Coast region knew or thought about Port St . Lucie . And a wide variety of community partners were selected to share their thoughts on the City ’ s strengths , challenges and opportunities .
Based on insights from the research , the team developed a “ DNA statement ” which serves as a guide to frame the brand . It provides direction for the creative process and is the essence of who we are as a city .
Once the DNA statement was in place , the City ’ s communications team , began to develop concepts for a tagline , logos , color palettes , typography and other elements that visually represent the brand . It went through an approval process that culminated in unanimous consent from City Council in November .
10 | 2023 City Manager ’ s Annual Report