Lisle moves forward with branding plan after consultant presentation, despite resident concerns about cost and outreach

Lisle trustees on Feb. 24 heard a branding presentation from Guide Studio and directed staff to prepare a draft implementation plan and budget estimates, while several residents questioned the project’s timing and representativeness.

Consultant Cathy Fromet described municipal branding as "more than a logo," calling it "civic infrastructure" that provides consistency across departments and platforms. She said the consultant team conducted workshops, driving tours, paper and digital surveys and stakeholder interviews and then developed a brand platform, positioning statement and initial visual identity concepts. The consultant noted roughly a 2% survey response rate and listed community strengths (public safety, schools, natural environment, Morton Arboretum) and challenges (downtown stagnation, walkability, taxes, weak civic identity).

Resident concerns: Oak View resident Susan Sorelle questioned whether branding reflects resident priorities and repeatedly asked for a full lifecycle cost estimate including vehicle decals, water tower painting and monument signs; she said, "When you only have 2% of the population in Lisle responding, I don't think this is a necessity." Laurel Myers also criticized the new mark’s ability to communicate Lisle as a destination and noted downtown infrastructure issues such as sidewalks and a lack of grocery options.

Board response and next steps: Trustees discussed phased implementation, emphasizing digital-first rollout and staff training. Mayor Mullin and several trustees said the initiative had been discussed and initiated before the current board term and argued that a consistent brand helps attract development and convey strategic priorities. Trustees asked staff for an implementation plan that details target audiences, launch strategy and a timetable for when higher-cost items (monument signs, water towers) would be replaced as capital needs dictate. The board agreed to continue budgeting work and to review the draft implementation plan before committing funds.

The board did not adopt a formal funding appropriation or change the village’s existing tagline; consultant and staff said keeping the Arboretum reference is an option.

The consultant and staff will return with a draft implementation plan, cost estimates and additional information on sign replacement timing.