What is the branding project?

The Downtown Garland Project reaches far beyond just a logo design project. The goal is to uncover what makes downtown unique, and then develop ways to tell that story to others. While there is a visual design component, it also includes brand messaging, placemaking strategies, how you experience the brand in the physical space, and more.

It is important to note that we are not creating a new identity, but rather uncovering what brand already exists in downtown and packaging that message in a much more cohesive way. More unified, strategic messaging and a consistent visual identity will help residents, business owners and visitors realize the value of Downtown Garland and invest in its future.


The most important part of this project is engaging with the public and stakeholders to gain a deep understanding of Downtown Garland. We know that people want to be involved, and want their voice to count. We take a “roll your sleeves up” approach, whether that means walking around the Square or talking to business owners, young families, retirees, minority groups and more. We engrain ourselves in the community and our goal is to learn what makes it tick — what are the commonalities, and what are the differences? The more people we talk to, the better! What does downtown have to offer visitors? What are the issues facing downtown? How do residents feel about living there? Is it easy to navigate? Do people know about everything to do in downtown? These are just some of the questions we’ll seek to answer through the engagement process.

We want to hear every voice in the community. The best decisions aren’t made in a vacuum, and that’s especially true for branding projects. It’s important to hear from you about why you love living, working in, and visiting Downtown Garland. Without true, meaningful engagement, the project will not be representative of the whole community and won’t be a success.

Read more on the engagement process here.

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Project Documentary

We film everything we do — like internal meetings, Zoom calls, walks around downtown and interviews with business owners — for a project documentary. The documentary tells the story of our process and gives you an inside look at everything that goes into building the Downtown Garland brand.

For this branding project, we'll be releasing 4 documentary episodes.
Episode 1 will be released soon!

Project Timeline

The branding project is split into 3 main phases. The goal is to wrap up the project in the Fall of 2021.


Phase I - Research & Public Engagement

Learning all about what makes downtown different from other places.

Phase II - Identity & Testing

Identifying the brand strategy and designing and testing the brand identity.

Phase III - Launch & Implementation

Putting the brand into the real world.

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