Case Study: City of St. Paul Refreshes Its Brand Identity with Folk

City of St. Paul refreshes 20-year brand with Folk

The City of St. Paul, Nebraska, faced the challenge of an outdated brand identity that was overly focused on its baseball heritage and no longer reflected the community's growth and modern appeal. The city engaged the branding and design studio Folk to develop a comprehensive new brand strategy and identity to better showcase its opportunities and attract new residents and businesses.

Folk conducted research to understand the city's growth and developed a new strategy centered on the tagline "Our big, little community." The solution included a new logo, stationery, brand illustrations, guidelines, and a website redesign. The new branding, implemented across signage, apparel, and digital platforms, was designed to rally the existing community and appeal to outsiders. Folk successfully refreshed the city's image to highlight its unique combination of small-town values and big-city amenities.

City of St. Paul