The first branding agreement fulfilled by Filament, then FES Marketing, was like catching lightning in a bottle. The branding project included not only the City, but also the Downtown Business Association, Chamber of Commerce, ___ and Public School System. Because so many community organizations were involved, the immediate impact of the new brand was seen and felt in all corners of the city. Their announcement event was held in town square and included a good chunk of the population.
The discovery interviews and research of the branding process discovered many unique features of the town and its inhabitants. Including the underlying pride of being the first community formed after the passing of the Homestead ___ Act in 186? that still resonates. Their “Stake Your Claim” motto was adopted by local businesses, associations and other groups as a rallying cry that continues to unify their community.