Designing a City’s Go-To Guide from Retail Action Plan

City of Evanston - Place + Destination Branding

Creating an action strategy in a post-pandemic, Amazon era requires data and creativity. We merged the two for Evanston Thrives Retail Action Plan to improve the quality and mix of retail, food, and entertainment offerings in Evanston's eight business districts. In partnership with the City of Evanston and the planning team, we helped tell the stories of each district through custom hand-drawn illustrations to engage the public and begin to forge the identity of each place. Through digital and intercept campaigns, paired with pop-up events, focus groups, workshops, and surveys, we involved thousands of unique voices throughout the community, including business owners, residents, visitors, City staff, and elected officials. 

The result? Unanimous Council approval of the Action Plan, $3M of dedicated fund to help in its implementation, and to launch Enjoy Evanston, a go-to source for what’s happening throughout the city – from events to local business news, and recommendations for locals and visitors on where to dine, drink, and shop. This

The new website, www.enjoyevanston.com, features guides to explore the city, an interactive district map, and a searchable calendar for upcoming events. Each business district and Enjoy Evanston are now equipped with a social account on Instagram and Facebook where followers will find highlights of events, business spotlights, and exclusive specials and deals. In the coming months, keep an eye out for our updated banners in the city’s districts that promote each area’s unique character and connection to the larger Enjoy Evanston brand. 

Photography by Becca Heuer.