Building a New Brand Identity:

Cook County Department of Transportation & Highways
Rebranding Project

Challenge:

The Cook County Department of Transportation and Highways (CCDOTH) brought Morreale on to help put together collateral materials. During the audit of their marketing materials, we identified a need to revamp the brand identify for the department. The department had a wide range of diverse audiences and stakeholders that required unique messaging, so our challenge was to develop a process to help them come to a consensus about how to shape the perception of their who they are and what they do.

Solution:

Our experienced creative team gathered information from small group meetings with leadership, a targeted stakeholder survey, and a visioning workshop to develop a unique and recognizable brand that would differentiate the department from the others and show CCDOTH’s transformative projects in a new light. 

Highlights

• Utilized survey data from leadership and targeted stakeholder groups to analyze the current state of the departments brand perception and identify opportunities for differentiation.

• Created brand guidelines for the department and branded templates, including a PowerPoint presentation, marketing flyers, signage, brochures, reports, and social media graphics.

Result:

The brand identity received unanimous approval by CCDOTH leaders. Department leaders have unveiled the new brand identity to regional stakeholders across presentations and collateral materials and has been well received. Cook County staff have embraced the modernized branding and are incorporating it across fact sheets, reports, and website graphics.