New Brand Created for the City of West Palm Beach


February 3, 2015

Following an in-depth discovery process designed to determine the City of West Palm Beach’s business targets and efforts required to lure specific business types to the area, Aqua Marketing & Communications has unveiled the first economic development marketing brand for the City of West Palm Beach, Florida. The new brand, and its tagline, “Business. Life. Balanced”, was unveiled by Mayor Jeri Muoio at the January 20 “State of the City” Annual Breakfast, hosted by The Chamber of Commerce of the Palm Beaches.

The Brand, created by Aqua’s internationally acclaimed staff, provides the City with a brand definition, brand guidelines, messages, targets, a logo, tagline and suggested usage and more– all unique from the competitive set. It integrates seamlessly with and encapsulates the economic development initiatives and efforts already in progress, including the on-going development of the City’s new Flagler Financial District, for which Aqua also completed branding in 2014.

“Economic development is a principle tenant and top priority for the City of West Palm Beach and we believe we’ve selected one of the best firms in the business to help us define our economic development brand and bring it to life,” said Mayor Muoio. “We are delighted with Aqua’s work and the overwhelmingly positive responses we have already received and look forward to implementing with Aqua’s help.”

Upon definition of the City’s new economic development brand, the City made the decision to adopt aspects of the effort for the City’s own long-term branding, beyond economic development alone. The brand’s logo, colors and more will soon be seen throughout the City, providing a new look for the City’s image.

“As an award-winning marketing firm specializing in both economic development and the marketing of destinations, we know how to identify an area’s distinct differences and then amplify them to reach a target audience,” said Aqua President Dave Di Maggio. “We are excited to roll out the new brand and further assist the City of West Palm in setting itself apart for years to come.”

As a next step, the firm is working with the City to devise an integrated marketing plan for the economic development of the City and the implementation of its new brand. The plan is expected to include Advertising, Marketing, Social Media and Public Relations initiatives and tactics.


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