City of Bloomington Launches Branding Initiative to Drive Future Growth

The City of Bloomington has launched a city and place branding initiative in partnership with CivicBrand, an agency that collaborates with cities, districts, and place-based organizations to develop and implement branding, public engagement, and placemaking strategies.

This year-long project will define and communicate Bloomington’s identity, laying the foundation for stronger economic development, talent recruitment and retention, community pride, and citywide storytelling.

“We’re not inventing something new; we’re uncovering what’s already here,” said Mayor Kerry Thomson. “Bloomington is at the forefront of transformative efforts, from housing and infrastructure to arts, culture, and innovation—and this branding initiative ties it all together. A strong, authentic brand helps us grow purposefully and invites others to grow with us. When people see their values in our story, they’re more likely to stay, invest, and contribute.”

The effort was prompted by a 2016 recommendation from the City’s Wage Growth Task Force, which called for a branding strategy to strengthen Bloomington’s economic competitiveness. That recommendation remained inactive until now.

The initiative, WeAreBloomington, includes extensive public engagement, focus groups and advisory input. Residents are encouraged to participate in the first public survey, which is now open at wearebloomington.com through June 16. This website is a central hub for project updates, events, and engagement opportunities.

WeAreBloomington is supported by a local advisory committee of residents and community stakeholders. CivicBrand will work with that group at key stages of the process to ensure the final outcomes reflect the broader community's lived experience and vision.

“Community branding only works when it’s rooted in real stories and real voices,” said Ryan

Short, CEO of CivicBrand. “Our role is to help uncover and elevate those voices so that the final

brand feels authentic to Bloomington and bold enough to carry it into the future.”

The branding initiative is expected to conclude in early 2026, with final deliverables informed by community input and advisory feedback. The resulting materials will guide the City’s communications, marketing, and economic development efforts in the years ahead.

For more information, visit wearebloomington.com or contact Desiree DeMolina, Communications Director, at desiree.demolina@bloomington.in.gov.