Case Study: Discover Peoria Rediscovers Its Visual Identity with Simpleview

Discover Peoria - Customer Case Study

Simpleview worked with Discover Peoria, the tourism organization for Peoria, Illinois, as it prepared for a website redesign. After visiting the destination, the Simpleview experience design team saw that the existing “Enjoy Peoria” branding no longer reflected the city’s current identity or future aspirations, prompting a broader challenge: a full visual identity rebrand and new CVB name.

Simpleview helped reimagine the destination brand as “Discover Peoria,” developing a “Neue Vintage” look that blended Americana, industrial, riverfront, and baseball-inspired elements. The agency created a new logo, typography, color palette, regional logos, and supporting assets for everything from banners to tote bags to T-shirts, giving Discover Peoria a cohesive new identity that better aligned with the city’s story and its tourism and resident-engagement goals.

Discover Peoria