Battle Creek, Ketchum, The Kellogg Foundation
Battle Creek New Narrative
Battle Creek, Ketchum, The Kellogg Foundation
A collaborative rebranding initiative that engaged the community and delivered a flexible, adaptable identity for Battle Creek’s evolving future.
Battle Creek sought to redefine its identity through a community-driven rebranding initiative. Rhizome Consulting partnered with Ketchum and the Kellogg Foundation to develop an adaptable brand system that reflected the city's spirit and future vision.
Project Goals
- Capture the authentic voice of Battle Creek's residents.
- Create a brand identity adaptable across multiple platforms.
- Engage stakeholders through a participatory design process.
- Reflect Battle Creek’s shift from its “Cereal City” identity.
- Build a cohesive, future-oriented message.
Methods and Solutions
Rhizome Consulting, in partnership with Ketchum, embarked on a nine-month journey to rebrand Battle Creek, involving thousands of community members. The project began with extensive on-the-ground social science research and active listening sessions. Rhizome spent months in the city, meeting with individuals, Fortune 500 businesses, and international organizations to capture diverse perspectives. This meticulous coordination and project management ensured that every voice contributed to the new narrative.
Rhizome led several phases of creative development, incorporating feedback and testing at each stage. The design process was rooted in the spirit of Battle Creek, distilling key themes that emerged from research. The result was a written narrative and visual identity system that captured the city's essence. The innovative “Open Brand ID System” allowed stakeholders to adapt and personalize the brand while maintaining its core message, giving the community a brand identity as flexible and dynamic as the people it represents.
Project Outcomes
The rebranding campaign launched with the tagline “Our City. Your Home,” emphasizing a sense of belonging. The flexible brand system delivered in a digital payload with over 1800 creative assets, has been widely adopted, allowing businesses and residents to tailor the brand while maintaining its core message. The success of this initiative can be attributed to the partnership between Rhizome, Ketchum, and the Battle Creek community. The project not only reinvigorated the city’s image but also fostered a deep sense of ownership and pride among its residents, setting the foundation for future economic and social development.
