Branding a borough.

The Brand's Background
The Borough of Newtown is one of only nine boroughs remaining in Connecticut. And, since 1824, it has been been the heart and soul of Newtown. In the center of the Borough is a famous American flag. You can’t miss it — it sits in the middle of the road, for crying out loud. Still, many residents didn't understand the difference between the Borough of Newtown and the Town of Newtown. The lack of a distinct identity made the Borough all but invisible.

Our Approach
Map Agency led the Borough of Newtown through every phase of brand development. We helped uncover their core values, and designed a new logo design. We created a comprehensive brand style guide and directed stunning videography. We designed original patterns, shot professional photography, and featured it all on their new website. The American flag ties the entire brand system together as an integral part of their history, and future.

SERVICES

Brand Strategy
Brand Style Guide
Logo Design
Website Design
Copywriting
Iconography
Brand Photography
Drone Videography

CREDITS

Photo/Video: John Kritzman

Visit boroughofnewtownct.gov

The American Flag
We knew the moment this project walked through the door that the flag had to play an important role in their new brand identity system. Since 1876, it has been a part of the village’s story.

The Brand Icon
The brand icon is in the proper ratio of the American flag, and handsomely designed to resemble an "N." The five stripes represent the five neighborhoods: the Borough, Botsford, Dodgingtown, Hawleyville, and Sandy Hook. The five stars reinforce the Borough’s location in the center of town, and recall why so many people in Newtown give directions with, “starting at the flag."

The Brand Applied Everywhere
Every touchpoint is designed with the utmost care, from official stationery and business cards to welcome signage and branded gear. Each application reflects the pride and heritage of the Borough.

Deliverables

Business Cards
Stationery System
Signage
Municipality Swag

A new online community.

We designed a fully custom website for the Borough of Newtown, built around the new brand identity, featuring rich photography, detailed service and government pages, news and events, and clear navigation for residents to find the information they need.

350+

Average Monthly Visitors

The website averages over 350 visitors every month.

25.9%

Weekly Stickiness Rate

A fantastic metric that reflects how many users return weekly.

53s

Average Engagement Time

Organic web search results in 53 seconds of engagemenr per session.

History in the Making
Paired with a cinematic brand video, the Borough now has a powerful digital presence worthy of its historic character.

Capturing the Spirit of the Borough
The brand style guide includes a comprehensive photo and video library documenting the Borough’s architecture, streetscapes, community events, and the iconic Main Street flag. Combined with brand colors and patterns, it provides a resourceful visual toolkit for all communications.

A place like no other.

Without a modern website or compelling digital presence, the Borough had no way to communicate services, share news, or build civic pride among the community it serves. Now it does, and it projects a cohesive image to residents, businesses, and visitors alike.

Does your brand need to define a sense of place? Let’s make something timeless.

Call, and Let's Chat

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