Prosper Portland
Renaming and publicizing the city’s urban renewal and economic development agency
The Challenge
As the economic and urban development agency for the city of Portland, Prosper Portland focuses on building an equitable economy for Portlanders through a comprehensive range of economic development programs that support small business, improve access to workforce training and create jobs.
Known as The Portland Development Commission (PDC) for nearly 60 years, they came to WPR to help increase awareness and support for their projects, programs and initiatives with a communications strategy that better reflected their shift toward more inclusive economic development.
The Goal & Strategy
Our team, in partnership with DHM Research, embarked on a fact-finding mission that included statewide phone calls, online surveying, conversations with partners and staff and three equity focus groups with residents and local business owners of color.
35
1:1 Interviews
570
Survey Respondents
3
Focus Groups
The Results
As a result of this listening, we built a “Case for Change” for PDC that centered on benefits and outcomes, simplified messaging, and an emphasis on inclusivity.
Our learnings also led us to recommend a new name: Prosper Portland. The title emphasizes opportunity and action, reflecting the organization's new strategic priorities.
A fresh logo and brand visual center followed, along with a Portland Business Journal article positioning Prosper Portland as a modern urban partner.
Watch Prosper Portland Executive Director Kimberly Branam address the agency’s strategic plan, name change and focus on equitable economic development [Prosper Portland-created video].
The WPR team was thoughtful, responsive and deeply engaged in the work. We appreciated their approach to the rebrand and graphic deisgn, their extensive research and their willingness to listen and incorporate feedback and ideas. We are very pleased with the rebrand and logo, which we feel is versatile, effective and beautifully designed."
Kimberly Branam
Executive Director, Prosper Portland
