Insights

Rochester enlisted Mercury Creative Group to guide a complete rebrand of the City as an organization and create a unified look that would bring clarity, alignment, and unity. Their situation was unique; with 15 departments, including the public library and the police and fire departments, it was essential to acknowledge and incorporate each department's internal pride and ownership of their current visual identity.

The axiom "if you are speaking to everyone, you are speaking to no one" is correct. Aiming to please too broad of an audience is a recipe for failure. Prioritizing your audience, or determining who are the most important people to reach and please, helps focus your marketing. It also helps evaluate whether the products, services or value you offer is hitting the mark. Read on about this critical first step in our branding process.

Immersive website discovery sessions with the Terrybear staff to guide the user experience, define the creative direction, and determine the final development needs for a fresh website!