Overland Park unveils new branding strategy to enhance community identity

Overland Park is set to modernize its community branding following a comprehensive review and development process presented during the Committee of the Whole meeting on April 21, 2025. The city’s strategic communications director, Mike Ralphs, along with graphic designer Aubrey Burgess, outlined the new branding initiative aimed at enhancing the city's identity and fostering a stronger connection with residents and visitors.

The branding update, which seeks to replace the outdated "Above and Beyond by Design" slogan from 2009, is designed to reflect the evolving needs of the community. Ralphs emphasized that this initiative goes beyond mere graphics; it aims to encapsulate the feelings and promises associated with Overland Park, ultimately building trust and supporting economic development.

The branding team, composed of residents and industry professionals, engaged in a thorough process that included five meetings and extensive community feedback. Over 300 residents participated in an online survey, providing insights into their perceptions of the city and its brand. The research revealed that while Overland Park is recognized as a safe and family-friendly place, there is a perceived lack of cultural diversity and emotional connection among residents.

The proposed branding resolution, numbered 50-39, will be submitted to the city council for approval, marking a significant step towards establishing a cohesive and modern identity for Overland Park. This initiative is expected to not only enhance community pride but also attract new businesses and residents, reinforcing the city’s position as a desirable place to live and work.

As the city moves forward with this branding update, the focus will remain on engaging the community and ensuring that the new identity resonates with the values and aspirations of Overland Park's residents.