In June 2022, the Rockville Mayor and Council awarded the city branding initiative contract to the marketing firm Medium Giant to serve as a branding consultant to develop a new citywide brand. Since then, a team from the Public Information Office and from Medium Giant worked together to come up with two viable options for the city’s new brand. Staff recommends that the Mayor and Council approve one of the branding concept/systems presented by the marketing/branding consultant Medium Giant to be adopted as the city’s official brand. The process of developing the final two branding concepts was done in four phases:
Phase One: Discovery – The PIO Team met with Medium Giant to lay a foundation of expectations and understanding of what the city brand should be.