Watford City unveils results of rebrand effort
Steve Hallstrom
Special to The Farmer
Months of discussion and investment has led to the City of Watford City officially launching its ambitious new community brand this week, revealing a refreshed logo, visual identity, and a new tagline: “Where Freedom Meets Fulfillment.”
The $18,500 project, which included extensive community surveys and workshops, was spearheaded by the city in partnership with Bismarck-based brand agency The Good Kids, known for its work on the official North Dakota state icon.
City officials stated the comprehensive rebrand is an essential step in solidifying a unified, forward-looking identity for one of the fastest-growing micro-communities in the U.S.
According to a release, the core message of the new identity is “Rooted Innovation - a blend of the community’s “warm, rugged authenticity” with its “bold, forward momentum.” This strategy aims to capture the spirit of a prairie stop that has blossomed into a regional economic hub.
The new tagline, “Where Freedom Meets Fulfillment,” is intended to be the ultimate representation of the city’s vision. According to the project brief, it speaks to maintaining a high quality of life while simultaneously nurturing local creativity and fueling bold business growth across all generations.
Mayor Phil Riely said it was important to keep the visual effect true to the community, with earth tones rather than the typical “city blue.” But still it needed to be modern.
“It’s kind of nice to see something new,” said Riely. “I’m not going to say it’s any more advanced but it kind of tells a little different story. You know, our old brand was a little bit more rural America, but the feeling in this new one kind of brings us into a little bit newer, more progressive community.”
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