To read an in-depth companion report on Peekskill’s branding campaign by Eric Harvey, click on the Peekskill Herald logo below.
The City of Peekskill has launched an effort to create a new logo and brand to boost tourism and build economic development in the city. With support from the New York State Downtown Revitalization Initiative (DRI), the City of Peekskill has engaged Trajectory Brands Inc. to create a strong graphic logo and establish a new brand for the City’s marketing efforts. The City’s leadership believes a fresh logo and brand representing it unique attributes, people, and history will help build awareness of Peekskill across the Hudson Valley, and the region beyond, to support the local economy and bolster community pride while attracting businesses and visitors.
“Now is the time for Peekskill to build a powerful brand for ourselves,” said Mayor Vivian McKenzie. “We are seeing revitalization and investment across the city that builds on major support from New York State. We want our progress to continue and to expand Peekskill’s attractiveness as a destination. A fresh logo and brand that reflects Peekskill’s history and vitality will help us tell our story and attract visitors and residents.”
“With downtown Peekskill experiencing a new era of revitalization and vibrancy with support from the Downtown Revitalization Initiative, it’s the perfect opportunity for the City to revamp its marketing strategy and branding,” said New York Secretary of State Walter T. Mosley. “A fresh, new image will advertise to the region and the world that Peekskill is an exciting place for residents, businesses and visitors. From its commitment to the arts and culture to its revitalized waterfront and other public spaces, Peekskill has a new and inspiring story to tell that continues to unfold, one project at a time.”
The City selected Trajectory Brands Inc., a purpose-driven design firm with a wide range of international experience, through a competitive request for proposals. More than 90 firms submitted proposals to design the City’s logo and brand. Trajectory identifies itself as “a nimble, resourceful team of place-making experts with deep experience in destination branding,” including a comprehensive identity system for the Capitol Hill Neighborhood in Washington, DC.
“We’re excited about this initiative because Peekskill represents the kind of ambitious, mid-sized community where we know a smart brand program can have a powerful impact,” explained Jeannette Hanna, the firm’s Chief Strategist. “Our goal is to enable Peekskill to articulate its one-of-a-kind, authentic spirit of place. That’s the heart of any effective place brand.”
“The City selected Trajectory, in part, because they articulated a defined public engagement process designed to bring in diverse community perspectives and opinions,” said City Manager Matt Alexander. “We want to reflect the City’s heritage and future in a compelling story and brand, and we are excited about the possibilities for our city.”
Through research, public surveys, focused interviews, and a small working group, Trajectory and the City will gather public input throughout the project to ensure the messaging and identity for the City of Peekskill are authentic and relevant.
The design process is expected to deliver a comprehensive identity program and “look” for the City by the summer of 2025 for use in a wide variety of marketing, social media, websites, banners, ads, and other applications.
The City has created a project web page to share updates and collect feedback throughout the project HERE.
