Rock Island council adopts 'Downtown Rock Island' branding campaign

The Rock Island City Council voted unanimously Monday to accept a new place-branding and visual identity package for the city’s downtown, endorsing a marketing toolkit developed by the Rock Island Downtown Alliance and consultants.

The package, presented by the Downtown Alliance, recommends using the name “Downtown Rock Island,” a set of brand pillars—authentic, historic, creative, diverse, resilient—and a suite of visuals and messaging the Alliance said will be available to the city, businesses and partner organizations.

The branding matters because the Alliance and its consultants say consistent naming and visuals will help Downtown Rock Island market itself to visitors, businesses and funders after a large public-infrastructure investment. Jack Cullen, executive director of the Rock Island Downtown Alliance, told council the work began in July 2024 and drew on 19 interviews with residents, business owners, property owners, elected officials and other stakeholders.

Cullen said the process produced a narrative and identity crafted from interview language and local examples. “Downtown Rock Island is transforming into a vibrant hub of opportunity where creativity flourishes, connections deepen, and everyone is invited to rediscover a fun, safe, and eclectic downtown experience,” he said during the presentation.

Council discussion was brief. The motion to accept the branding guidelines passed on a roll call vote with alderpersons Pulis, Healy, Evans, Hertz, Barnes, Swanson and Parker recorded as voting “aye.” The staff presentation noted the Alliance will publish a simple toolkit with logos, suggested messaging and graphics — planned for distribution at the Alliance’s September 25 rebuild Downtown Rock Island celebration — pending the council’s approval.

The presentation included examples of social media bios, light-pole banners and swag mockups. Cullen said the toolkit is intended to be shared by the downtown alliance, the city, businesses and partner organizations and that the Alliance worked with Mindfire Communications and the Quad Cities Chamber marketing team on the project.

Council acceptance authorizes the city to participate with the Alliance in using a shared brand, but council did not adopt an ordinance or set new regulatory requirements for use of the branding.

The Alliance and city staff will follow up with a rollout plan and the toolkit materials; Cullen and staff indicated the toolkit distribution would be coordinated with the Alliance’s September event.