City Of Rockville
Rockville, the county seat of affluent Montgomery County, MD, is nothing less than one of America’s great, small cities. So say an impressive array of media, such as USA Today, Forbes and Bloomberg Business Week. So says research showing Rockville residents’ high levels of education, income and home values ranking near the top among peer, mid-market cities across the country.
Rockville retained ROI to undertake the development of a comprehensive, community brand, one highlighting the City’s diverse appeal and benefits for residents, established businesses, visitors and new business economic development.
After eight months of an intensive, “deep dive” brand analysis (that included primary and secondary, demo- and psychographic research and analysis; stakeholder meetings with Rockville’s elected and business leaders; development of a comprehensive, strategic positioning and brand platform document and creative concept development), the mayor and city council approved Rockville’s new, “Get Into It” branding campaign. “Get Into It” expresses a welcoming invitation to explore, enjoy and appreciate all that Rockville offers for work, play and life.
The theme line, the iconic, graphically distinctive “R” and the comprehensive style guide ROI developed ensure signature brand imagery and messaging continuity across all of Rockville’s official communications. For evidence, one need only look to the City’s website ( www.rockvillemd.gov ); to graphics on the City’s Cable Channel 11; to official City publications, Parks & Recreation Department uniforms, signage and more … all part of a cohesive, contemporary, lively, branded presentation inviting one and all to check out Rockville and … “Get Into It”!