Style DiagnosticsWORKSHOP INSIGHTS

In the Style Diagnostics workshop, City Staff, key stakeholders andYouth Council participants were reminded of the establishedbrand principles — Family & Community, Well-Rounded, Authenticity, Outdoor Recreation, and Pride. Keeping these values in mind, andconsidering their own perceptions of Burleson, participants were then asked to select their top and bottom choices of images, typography and textures.

Images

IMAGES - TOP

14

6

11

IMAGES - BOTTOM

16

15

10

17

IMAGES - COMPARISON This comparison chart lets us see which images had both likes and dislikes.

7 - Many felt this photo was too country or too reminiscent of an old version of Burleson, but others liked that it felt prideful and honored the past.

2 - Many liked that this image showed a sense of community/gathering and fun, while others felt it wasn’t accurate to Burleson because there is only one winery.

1 - Respondents who liked this image did so because it is reminiscent of the city’s strong and innovative school system, while those who disliked it said it was too ambiguous or just didn’t remind them of Burleson.

Typography

TYPOGRAPHY - TOP8

11

1

3

7

TYPOGRAPHY - BOTTOM2

13

17

14

TYPOGRAPHY - COMPARISON This comparison chart lets us see which images had both likes and dislikes.

9 - Some liked this script font and felt it was simple and formal, yet others thought it was too hard to read or would date quickly.

10 - Some liked this for its boldness and rugged quality, while others thought it was too western or old.

15 - This was liked for its simplicity with a little flair, while others called it too fancy or even too plain.

Textures/Shapes

TEXTURES / SHAPES - TOP

13

5

3

TEXTURES / SHAPES - BOTTOM4

9

18

14

TEXTURES / SHAPES - COMPARISON This comparison chart lets us see which images had both likes and dislikes.

6 - Some liked the nod to Texas heritage and pride, while others felt it was too “Don’t Tread On Me.” Some noted they did like the handcrafted feel despite the snake.

12 - Some thought this felt industrial and authentic and reminded them of Burleson’s railroad history, while others thought it felt too rusty, too old, or too simple.

17 - Many liked the content (train and water tower) and felt it was authentic to Burleson’s heritage. They also liked that it was simple and clean but still had personality. However others felt it was more accurate to Cleburne, thought it was too cliche, or that it looked too much like clip art.

Images should include people and families gathering, connecting and having fun. Avoid anything too country/cowboy/western (which would be more representative of Fort Worth) or too cliche.

The typography needs to be clean and simple yet have some personality. It can be reminiscent of something classic or vintage, but done in a new way.

The textures and shapes used should feel handcrafted and unique, but not venture as far as full-on illustrations. Similarly, nothing should feel too perfect. People gravitated towards muted tones.

Honoring Burleson and Texas heritage while introducing more modern elements that can push the brand and City forward will be key.

Key Takeaways

Brand Strategy

Design Moodboard

Visit + Live + InvestBrand Awareness

Local Pride and Buy-in

INITIAL GOALS

TEST IMPLEMENTENGAGEMENTProject Website

Key Stakeholder InterviewsTour of the CityOnline Surveys

Public Town HallKids Town Hall

Style Diagnostics Workshops

STRATEGYBrand PrinciplesStyle Diagnostics

Brand Goals

DESIGN & MESSAGING

MoodboardStrategy Direction Concepts

Messaging StrategyLogo Concepts