After gaining economic development traction in recent years, East Hartford officials are moving to burnish its public perception with a rebranding campaign.
The town has signed an eight-month contract with Florida-based North Star Ideas, to develop a new logo, tagline, marketing color scheme and communications templates. The contract cost starts at $85,000, but includes provisions for extra funding for more materials, as well as up to $8,000 in travel expenses.
“This effort will help us stand out in the marketplace as we move toward our preferred future,” Mayor Connor Martin said. “Our goal is to increase interest and investment in our community from residents, entrepreneurs, companies and visitors.”
Martin stressed the push is not meant to sweep aside East Hartford’s history, but to acknowledge and harness it, and project the town’s aspirations.
East Hartford has gained a good deal of economic development momentum over the past three years. A Massachusetts developer has built two immense warehouses – totaling 2.5 million square feet – at
Rentschler Field. An investment group including several prominent area business leaders has spent millions buying property at the Founders Plaza office park for a mixed-use development combining roughly 1,000 apartments with new commercial space and amenities.
And two experienced developers are moving to build a complex of at least 300 apartments at a former Showcase Cinemas site off Silver Lane.
Even more projects are in the works.
“We are at a pivotal time when East Hartford has more going on than ever before, more momentum, energy and positive attention on what we are doing,” Martin said. “We are hoping the rebrand will capture this journey we are on and set us up for a successful future.”
North Star staff will visit East Hartford next week to speak with stakeholders, tour key sites and listen to residents. Residents are invited to a Nov. 13 community listening session at Town Hall from 5:30 p.m. to 7:30 p.m.
East Hartford officials expect to implement the new brand ideas in about a year.
More than a dozen firms applied for the contract. Marissa Baum, head of communications for East Hartford, said North Star stood out through its experience with diverse populations, as well as with communities that live in the shadow of larger neighbors.
The new branding materials will be featured in written communications, the town’s website, social media, and perhaps even signage, Baum said.
“If we do it successfully, you will see it everywhere,” Baum said.
