Arboretum Village trustees endorse branding process ahead of strategic planning

The Village of Lisle Committee of the Whole convened on May 5, 2025, to discuss several key initiatives, primarily focusing on the potential for a community branding project and its alignment with upcoming strategic planning efforts.

The meeting opened with a discussion on the importance of branding, initiated by a trustee who referenced successful branding efforts in neighboring Lombard. The trustee expressed strong support for a rebranding initiative, highlighting its potential to enhance the business corridor in Lisle. Other trustees echoed this sentiment, indicating a collective interest in pursuing a rebranding process.

A significant point raised during the meeting was the timing of the branding initiative in relation to the village's strategic planning. One trustee inquired about how the branding process could inform and support the strategic planning efforts, emphasizing the need for alignment between the two initiatives. A representative from the planning team responded, explaining that a branding process could provide valuable insights into the community's identity, which would be beneficial for strategic planning. This approach, referred to as "Brand Before Plan," suggests that understanding the community's essence can guide future developments and projects.

The committee discussed the next steps, including the drafting of a Request for Proposal (RFP) for the branding project, which is expected to be issued in the near future. The staff will collaborate with the village manager to establish a timeline for both the branding initiative and the strategic planning process.

As the meeting concluded, there was a consensus among the trustees to move forward with the branding project, with plans to present a professional contract and resolution at an upcoming meeting. The committee also noted the importance of ongoing economic development efforts, including a reminder about the upcoming TIF Joint Review Board meeting scheduled for May 13.

The meeting wrapped up with a motion to adjourn, marking the end of a productive session focused on enhancing the Village of Lisle's identity and strategic direction.