The project: IMEG worked with the Town of Windham, CT, to create a community brand intended to support the Town’s economic development efforts. The project aimed to shift the perception of Windham, particularly its town center, Willimantic, which had previously struggled with negative associations of crime and blight. The goal was to develop a strong brand identity that would reflect the Town’s current revitalization and attract new investment and engagement.

Project scope: The project involved a comprehensive stakeholder engagement process, starting with a series of
ten focus groups to assess Windham’s strengths, assets, and opportunities for improvement, as well as to understand existing perceptions of the Town. Following the focus groups, a survey was conducted to gather more targeted feedback from a broader group of participants. Based on this input, IMEG developed a brand identity, marketing strategy, and a suite of communication products to be used in the Town’s ongoing marketing and economic development efforts.

Project outcome: The project resulted in a refined community brand for Windham, with a clear and positive identity that better represents the Town’s current transformation. The brand, supported by the insights from the stakeholder engagement process, provided the Town and its partners with a powerful tool for reshaping public perceptions and promoting Windham’s revitalization. The marketing strategy and communication products were designed to help Windham strategically communicate its new identity and attract investment, support, and growth.