CLEVELAND, TX BRAND LAUNCH STRATEGY
ALL PATHS LEAD HOME
The launch of Cleveland’s new brand is more than a fresh look—it’s a bold step forward that honors the city’s deep roots while embracing its momentum. “All Paths Lead Home” captures Cleveland’s
hometown warmth, connection to nature, and spirit of inclusive growth. This phased launch strategy will ensure the brand is introduced thoughtfully, embraced widely, and positioned for long-term success.
PHASE ONE: APRIL 1 - JULY 4, 2025
INTERNAL LAUNCH & BRAND ALIGNMENT
This extended internal phase ensures Cleveland’s most invested voices are not only aligned—but energized—to introduce the brand with confidence. By the time the full reveal happens on July 4th, the foundation will be set for a successful, community-wide celebration of who Cleveland is and where it’s going.
KEY ACTIONS CONT.
APRIL THROUGH JULY: Ongoing Internal Engagement & Rollout
STAFF ORIENTATION SESSIONS
F Dedicated sessions with city staff to walk through the brand’s purpose, messaging, and usage guidelines, ensuring consistent understanding and usage across departments.
PARTNER ORIENTATION SESSIONS
F Conduct small-group or one-on-one sessions with business owners, civic groups, nonprofit organizations, and other community leaders to review the brand’s purpose and equip them to speak about it authentically.
BRAND TOOLKIT DISTRIBUTION
F Develop and share a downloadable package with:
• Brand Strategy One-Pager
• Brand FAQs
• Logo Files & Brand Guidelines
• Messaging Guidance
CITY STAFF INTEGRATION
F Roll out new templates, email signatures, presentation decks, and signage within city departments.
CITY STAFF BRANDED SWAG
F To foster pride and visibility, distribute branded items that city staff can use daily, reinforcing the brand from the inside out. Consider timing the distribution to avoid spoiling the larger brand reveal moment.
• Branded button-down or polo shirts
• Laptop bags or sleeves
• Branded padfolios or notebooks
• Mugs or tumblers
SOFT ROLLOUT OF VISUALS
F Begin using brand visuals in newsletters, city updates, and presentations in a quiet, but intentional way.
BRAND CHAMPIONS
F Identify and empower individuals to represent the brand informally across sectors.
KEY ACTIONS
BRAND UNVEILING MOMENTS
F Stadium Flyover Activation: A dramatic aerial moment – fly a plane over the stadium with a branded banner featuring the new logo and tagline.
F Brand Anthem Video Premier: Public debut of an emotionally-driven brand anthem video that tells the Cleveland story through the lens of “All Paths Lead Home”.
INTERACTIVE BRAND BOOTH
F Photo ops, story sharing, trivia, and “What Makes Cleveland Feel Like Home?” boards
F Brand Launch takeaway cards with QR codes linking to the anthem video and social hashtags.
BRANDED GIVEAWAYS
Reinforce the festive feeling of the birthday celebration and make the brand tangible and fun by giving away a variety of swag throughout the event.
• Reusable cups (paired with refreshment stations)
• Temporary tattoos
• Mini flags featuring the new logo and tagline
• Fans or cooling towels branded with “All Paths Lead Home” to keep attendees cool
• Stickers (kid-friendly and premium)
• Reusable tote bags with the Cleveland brand (great for giveaways and ongoing brand saturation as they are used after the Launch)
COORDINATED DIGITAL ROLLOUT
F Full brand update across city websites, social media, and digital tools.
F Primary image/copy share should focus on the why—not just the new look, but what it represents.
F Launch hashtag campaign: #AllPathsLeadHome | #ClevelandTX | #CTX
F Livestream the Brand Launch event and post highlight reels after.
F User-Generated Content: Invite community members to share their Cleveland story using the hashtag.
MEDIA ENGAGEMENT
F Issue press releases to local and regional media outlets announcing the Brand Launch and July 4th celebration.
F Offer pre-event media previews or interviews with city representatives.
F Host a media tent or press table during the event for on-site interviews and distribution of branded media kits (including brand guidelines, messaging points, and contact information).
LOCAL BUSINESS TOOLKIT DISTRIBUTION
F Distribute branded signage, window clings, and social media templates.
F Encourage use of “Proud to Call Cleveland Home” messaging.
F Feature participating businesses on city channels.
STARTING JULY 5TH AND BEYOND
POST LAUNCH OPPORTUNITIES
DOWNTOWN ACTIVATION
Begin introducing wayfinding or mural concepts that reflect the new brand in high-traffic areas.
TOURISM COLLATERAL REFRESH
Update print and digital materials to reflect the new visual identity and positioning.
STORYTELLING CAMPAIGN
Share short videos or photo essays featuring residents, local entrepreneurs, and natural landmarks that bring the brand pillars to life.
“ALL PATHS” TRAILS MAP OR PASSPORT
Consider a future activation where community members can explore trails, parks, and businesses tied to the brand.
IMPLEMENTATION MATRIX
The following matrix outlines how Cleveland will apply, promote, and sustain its new brand identity across both internal and external audiences:
FOCUS
Brand Application
Internal Engagement
Public Awareness
Sustaining the Brand
Logo Usage, templates, subbrand lockups
Staff & partner orientation, branded swag, internal rollout
Brand Launch event, media rollout, digital campaign, local business toolkit
Storytelling, murals, wayfinding, seasonal activations
April - July, 2025
April - June, 2025
July, 2025
Ongoing post-July, 2025
BUDGET CONSIDERATIONS
A flexible, tiered budget approach is recommended based on the final asset list and event scale. Estimated cost categories include:
• Branded collateral production (signage, print ads, apparel, giveaways)
• ●Video and media production (brand anthem, livestream & social media support)
• ●Launch event support (booth, staging, AV needs, refreshments)
• ●Ongoing creative asset design (ads, city communications materials) A refined estimate should be prioritized by city staff.
