City Seeks 'Brand' Identity

Federal Way, WA, has hired a $90,000 consultant to help create a "brand" identity for the city.
March 4, 2002, 2pm PST | Abhijeet Chavan | @legalaidtech
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"It has some staggeringly beautiful water-view property. A world-class rhododendron and bonsai garden. A symphony, a resident theater group and a major amusement park. But pity this poor city: It doesn't have an identity. City officials want very badly to change that, so much so that they've paid a consultant $90,000 to help 'brand' the 'burb with an identity -- something that will resonate around the region, something that will stretch people's imaginations beyond 'strip mall.'"

Thanks to Joshuah D. Mello

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Published on Monday, March 4, 2002 in The Seattle Post-Intelligencer
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