Project: 

The Philadelphia Global Identity Project is a multi-faceted effort taken by the City of Philadelphia to develop a new brand identity for the region. Brownstein Group was selected as a partner for research execution and narrative development for this ambitious effort. As the Brand Strategy intern, I was tasked to conduct a city branding competitive analysis of well-known destinations across the US and the world, which was ultimately used by the Brand Strategy team in their presentation to inform narrative development. 

​

Methods: 

Digging through various secondary research sources, I compiled a presentation that details messaging strategies and creative executions that different cities have used to establish their identities. From unique techniques, I identified common trends that enabled these cities to achieve branding success.

​

Key Findings:

• Messaging emphasizes a city that never stops

• Diversity and multiculturalism are important aspects of any messaging strategy

• People of the city are central to many successful campaigns. People make the cities

• Emerging cities boast a sense of community, while established cities appeal as cities without limits where big dreams come true