City of Bloomington Launches Branding Initiative to Drive Future Growth

The City of Bloomington has launched the WeAreBloomington branding initiative to enhance its identity and drive economic growth. Partnering with CivicBrand, the project aims to uncover the city's existing values and story, as highlighted by Mayor Kerry Thomson. The effort includes extensive public engagement, with residents invited to participate in an open survey until June 16. This initiative responds to a 2016 recommendation from the City’s Wage Growth Task Force, which identified the need for a branding strategy to improve Bloomington’s economic competitiveness. A local advisory committee will collaborate with CivicBrand to ensure the branding aligns with the community's lived experiences.

CivicBrand CEO Ryan Short stressed the importance of authentic community voices in creating the brand. The project is set to conclude in early 2026, providing materials to guide future City communications and marketing efforts. Ultimately, strong branding will foster community pride and attract investment.