The City of Raleigh consists of 20 different governmental departments who were operating without a common purpose known to the community. The development of both a Mission and Vision statement would lead creative development of a new City brand that would reflect Raleigh’s community vision, rich culture, economic strength, and strong position as a state capital.
Cubic’s methodology focused on uncovering the true brand identities of both The City of Raleigh government and The City of Raleigh community through brand attribute association, participant-sourced visual representations, brand archetype identification, city exploration, network understanding, key theme development and secondary research understanding the cultural fuel driving Raleigh. Ultimately, the new Mission and Vision statements reflected stability, possibility and connectivity. Cubic also inspired the 20 internal departments to carry out these statements to the community, not as government service employees, but rather as Quality of Life Experts.