Politics & Government

University City Reveals New Brand Identity

New branding is revealed at city's Celebration of Diversity.

Mayor Shelley Welsch unveiled the ’s new brand identity – “Neighborhood to the World”—at the city’s event Saturday.

Welsch told the crowd at the unveiling that the new identity is the result of a formalized branding process undertaken by the city that included input from residents, businesses and community leaders.

“Our new community identity, ‘Neighborhood to the World’ captures the true brand essence of University City,” commented Mayor Shelley Welsch. “It embodies both our pride in our neighborhoods and residences as well as the fact that we are one of the most diverse and welcoming communities within the region.”

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The branding effort began in August 2011. City Manager Lehman Walker charged , the City’s public communications and marketing firm, to develop a renewed identity for the city that would assist in promoting both the opportunities and quality way of life in the community.

“The Avant Marketing Group provided a formalized analytical approach to define our identity,” said Walker. “Through focus groups, one-on-one interviews and online surveys, the new identity was developed based on community input and will highly resonate with our residents because of its source.”

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The market research included focus groups with 39 residents and business leaders, over 25 one- on-one interviews with key community and business leaders, and participation from over 80 residents through an online survey.

Through the research, several key community attributes were identified. They are:

  • The city’s central location
  • U City's arts and culture
  • Parks and recreation
  • The friendliness of the residents.

Most importantly, the research identified University City as a vibrant residential community that is diverse, progressive and open-minded.

“Our diversity provides tolerance and an energy that is not found in other communities,” said Welsch. “It prepares us to be a global community and allows us to attract the best and the brightest in both people and business as we continue to grow.”

The new brand identity is consistent with strategies employed by many communities that now understand that the competitive arena is no longer just local or regional, but global in scope.

“While most communities in this area are focused on regional competition, our new brand identity elevates University City to a much higher competitive level,” says Walker. “We have the assets, diversity and progressive mindset to attract investment in our community on a global basis. Regardless of ethnicity or nationality, you will find our community welcoming, a true place to call home. ‘Neighborhood to the World’ is not just a slogan, but an open invitation to both individuals and businesses that are seeking a progressive and eclectic environment in which to live, work or play.”

The new brand identity will begin appearing on city signage and in communications. It will be used in the city’s economic development efforts and on marketing and promotional efforts.


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