Jefferson City CVB
Identity

When focus groups were asked what words and phrases came to mind when they thought of Jefferson City, answers like “dirty”, “boring”, “limited history” and “trashy looking” were given. Part of the re-branding of the state capital was to eliminate those perceptions with a clean, contemporary design. The proposed identity, color, typography and icon, were extended into various forms of signage, advertising, and collateral, to ensure design flexibility and continuity.