Case Study: Smart Columbus builds a trusted community information exchange brand with ZoCo Design

Smart Columbus co-creates Marcie with ZoCo Design through 500+ name evaluations

Smart Columbus, an initiative focused on community services, engaged ZoCo Design to tackle the challenge of designing a trusted brand for its Community Information Exchange. The client needed to create this brand with the community, rather than just for it, in order to earn trust across a wide network of stakeholders including residents, caseworkers, and service providers.

ZoCo implemented a solution centered on community governance and co-creation, using stakeholder interviews, workshops, and a phased testing framework to evaluate over 500 name options. This process, which involved more than 500 participants, resulted in the chosen name "Marcie" and a full brand identity system designed for memorability, accessibility, and action. The final brand, delivered by ZoCo, successfully translated community input into a resonant identity that partners believe in and the community will recognize.

Smart Columbus