City of Washougal Brand Strategy

General work description:

The City of Washougal , Washington is seeking proposals from qualified branding firms or consultants to develop a comprehensive brand strategy. This effort will include stakeholder engagement, brand identity development, detailed brand style guides, and a marketing and communications plan to effectively introduce the brand to the community, including a video asset and citywide rollout plan.

This effort will utilize extensive research and community engagement to develop a comprehensive brand update that is deeply unique to Washougal and resonates with the diverse Washougal community. This new brand will represent the City’s unique attributes and strengths while being aspirational and encompassing future projects. The brand will be transferrable across all City departments, economic development and marketing efforts with integration opportunities for other local organizations. The brand will be relatable, aspirational and unique while being authentic and able to win the endorsement of the community at large.

It is important to note this is a municipal branding initiative, not a destination-branding initiative that targets the travel and tourism market.

Located at the gateway to the scenic Columbia River Gorge in Southwest Washington, Washougal is a growing community that blends natural beauty, historic charm, and forward-thinking development. With a population of over 18,000, Washougal is known for its proximity to outdoor recreation, its strong sense of community, and its commitment to both preserving its heritage and planning for a vibrant future.

Washougal is undergoing a transformative period of growth, marked by major infrastructure investments and forward-looking development. Key projects like the Hyas Point waterfront mixed-use community and downtown revitalization efforts signal a commitment to modernizing the city while enhancing livability. Backed by millions in public and private funding—including federal and state grants and loans—these initiatives are designed to improve transportation, sustainability, and public spaces. Amid this change, Washougal continues to foster its strong sense of community and small-town identity, balancing progress with the values that make it a unique and welcoming place to live and work.

As Washougal continues to evolve, the City seeks to align its visual identity and messaging with its current character and vision for the future. A refreshed brand was identified as a strategic priority in the 2023–2028 Strategic Plan , under the “Redefined Community Identity” initiative. This effort aims to ensure that the City’s image reflects its growth, values, and aspirations. A modernized brand will support improved communication, promote economic development, and foster a strong sense of civic pride—helping both residents and visitors connect with the vibrant, forward-looking spirit of Washougal.