City of Southport, Indiana — Municipal Brand Strategy & Complete Identity System
Role: Creative Director (independent, retained directly by Mayor)
Engagement: 2008-2011 (four-year creative partnership)
Scope: Brand strategy and positioning, identity design, website, collateral, newsletter system, signage, civic communications, original illustration
Project Context
Southport is a self-governing “excluded city” within Marion County, Indiana—a half-square-mile community that chose to retain its own mayor, city council, and police department when Indianapolis and Marion County consolidated governments (Unigov) in 1969. Located just eight miles south of downtown Indianapolis, Southport maintains a distinct small-town character while operating within the greater Indianapolis metropolitan area.
This unique governance structure created a clear branding challenge: how to establish a recognizable civic identity that honors Southport’s independent character and residential quality of life while acknowledging its proximity to—and economic relationship with—the larger city surrounding it.
Strategic Approach: “Community for Life”
Working closely with the Mayor and stakeholder advisory groups, I developed the “Community for Life” brand positioning to reflect Southport’s identity as an established residential community offering a utopian village atmosphere within a larger metropolitan context.
Core brand concept: The identity needed to represent Southport as an oasis—a small-town haven within reach of urban opportunity. The visual metaphor centered on a “point of view” through an oval periscope, allowing the community to frame and define its own perspective within the broader Indianapolis landscape.
The illustrated cityscape became central to the brand expression, depicting Southport’s architecture and character with sufficient flexibility to evolve over time. The periscope framing device allowed for future adaptation—a simple “twist” could reveal another point of view within the community landscape.
Brand characteristics the system needed to communicate:
Utopian and inspiring
Small-town character and accessibility
Revitalized and forward-looking
An oasis that “feels like home”
Distinct identity within a larger region
Deliverables & Scope
Brand Strategy & Identity System
Brand positioning and “Community for Life” platform
Logo, tagline, and visual identity
Municipal badge, flag, and seal designs
Comprehensive brand guidelines
Digital & Communications
Website design, sitemap, and wireframes
Newsletter template system (Southport Matters)
Social media avatar and digital standards
Online campaign video platform
Physical Applications
Signage design and placement standards
Original illustration system (cityscape elements)
Print collateral templates
City infrastructure improvement proposal materials
Ongoing Creative Direction
Four years of sustained creative partnership with city leadership
Support for evolving communications needs and city initiatives
Multi-departmental implementation guidance
Outcomes & Longevity
Sustained Municipal Adoption
Brand system implemented across all city departments and operations
Signage remains in active use throughout the community (13+ years)
Social media avatar continues in use on city platforms
Identity currently featured on official IN.gov municipal page: in.gov/cities/southport
Newsletter format provided sustainable template for ongoing civic communications
Stakeholder Collaboration
Visual identity developed through extensive stakeholder input and committee collaboration
Design direction balanced community preferences with functional brand requirements
Collaborative process resulted in broad community buy-in and sustained adoption
Partnership Durability
Four-year creative partnership demonstrates successful long-term municipal collaboration
Direct working relationship with Mayor and city leadership
Ongoing support through multiple city initiatives and communications needs
Relevance
This engagement demonstrates direct experience with challenges similar to those facing other small cities and towns.
Place-Based Identity: Creating a brand that represents a distinct community character while acknowledging regional context—Southport’s relationship to Indianapolis.
Stakeholder-Driven Process: Navigating committee input, community preferences, and municipal governance while maintaining brand clarity and long-term functionality.
Small-Town Governance: Understanding the unique communication needs, operational constraints, and civic pride considerations of small, self-governing municipalities.
System Longevity: Designing brand systems that support consistent use across departments, partners, and vendors over extended timeframes—proven by 13+ years of active community use.
Complete Municipal Scope: Delivering the full range of brand applications small cities and towns require—from strategic positioning through physical signage, digital platforms, and operational templates.
