Lake Forest Branding Initiative
Lake Forest Branding Initiative
The City of Lake Forest is embarking on a comprehensive rebranding initiative to establish a distinct, strong, and resilient brand identity. The project aims to energize and align the City’s marketing and branding efforts, ensuring a cohesive message that resonates with key audiences. The rebrand will highlight the City's unique character, promote economic development, and enhance community engagement.
Community input is a key part of this initiative, ensuring the new brand reflects what residents and businesses love about Lake Forest. The more residents engage, the stronger and more representative the final brand will be.
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Overview of Branding Initiative with JPW Communications
Lake Forest has grown tremendously since its incorporation in 1991, with new residential communities, parks, businesses, and infrastructure shaping the City into a thriving home for over 85,000 residents—nearly 30,000 more than when it was first established. As the City continues to evolve, leaders are asking an important question: What is Lake Forest’s identity?
To find the answer, the City has launched a comprehensive rebranding initiative aimed at creating a cohesive and resilient identity that highlights what makes Lake Forest special. This effort, part of the City’s Strategic Business Plan and funded through the Strategic Economic Investment Program (SEIP), seeks to position Lake Forest as a dynamic, business-friendly, and community-oriented destination.
Why is this important?
Originally conceived as a hotel marketing campaign to boost pandemic recovery, the initiative evolved into a broader branding effort when local hotels quickly returned to pre-pandemic occupancy levels. With limited hotel industry interest in a "Stay in Lake Forest" campaign, City leaders saw an opportunity to shift focus toward long-term goals:
- Attract and support businesses by positioning Lake Forest as a prime location for growth.
- Enhance quality of life by showcasing the City as a welcoming and vibrant place to live.
- Encourage community engagement by strengthening connections between residents, businesses, and local government.
How will this be done?
The City has brought on JPW, a well-regarded marketing and communications firm with a proven track record, to lead the City in developing a unified brand identity designed to enhance Lake Forest's visibility and appeal. The City's goals for the new brand identity include attracting diverse businesses, maintaining and improving the community's quality of life, and encouraging participation in civic and recreational activities among residents of all ages.
City leaders see the effort as an opportunity to energize existing programs while setting the stage for future growth. By crafting a brand that resonates with both residents and visitors, Lake Forest aims to strengthen its position as a vibrant, welcoming community.
The City of Lake Forest, founded by Don José Serrano and incorporated on December 20, 1991, has spent the past 30 years growing into a vibrant, thriving community while maintaining its small-town charm. Merging the areas of El Toro and Foothill Ranch, Lake Forest quickly established itself as a dynamic city in South Orange County, where businesses flourish and residents enjoy a high quality of life. A defining milestone in this journey came in December 2019 with the completion of the Civic Center, known as the City's 100-Year Home.
Now, with the launch of the Branding Initiative, Lake Forest is entering a new era of its incorporation—one focused on evolving into a mature, well-established city. With no large undeveloped parcels remaining, the city's priorities are shifting toward preservation, maintenance, and strengthening its identity. With the expertise of JPW Communications and the collaboration of key stakeholders, Lake Forest is preparing to refine its brand and cement its reputation as the jewel of Orange County—a city that blends history with innovation and community with opportunity.
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