Once overshadowed by its better-known neighbor across the Illinois River, East Peoria has spent the last few decades quietly reinventing itself. From its industrial roots as a manufacturing hub to the vibrant, modern destination it is today, the city has embraced change with vision and distinction. 

The City’s story of reinvention led North Star to uncover a bold new brand—“East to Excellence”—that reflects not just where East Peoria is headed, but who they’ve become. In this Q&A, we talked with Ty Livingston, Director of Planning & Community Development at the City of East Peoria, to learn how the new brand has come to life and how it’s helping East Peoria stand out in a competitive landscape. 

Ty Livingston

Director of Planning and Community Development

Your city has gone through some serious changes—with a major Caterpillar (CAT) presence to the majority of that production leaving, and now having booming commerce in the Levee District. How does this new brand create an opportunity for you to stand out in the marketplace? 

The new brand originated from all of the work the City has accomplished over the past 40+ years to transition from just manufacturing to becoming a regional draw. The new brand is an embodiment of this new identity.

How is the city working with departments and partners to ensure cohesion and collaboration in brand implementation? 

It’s done through consistent reinforcement of the brand. Whether it’s on our municipal vehicles or on letterhead, we continue to roll the new brand out in everything we do. Support from the top down certainly helps. The Mayor was, and is, a big proponent of the effort and the City Council has been very supportive of it, as well.

East Peoria is home to several notable businesses and attractions. What is the importance of their involvement in community endeavors and city projects, such as the recent rebranding? 

Regional draws like Bass Pro Shops, Par-A-Dice Hotel & Casino, and Costco, along with the EastSide Centre sports venue, helped us in developing the brand and were strong motivators in the creation of it as they, along with other businesses have helped the City transform itself.

How has “East to Excellence” empowered brand implementation, and how has it been received? 

This was a bold statement to help differentiate East Peoria. It has been very well-received as it clearly identifies how the City wants to positively stand-out from others. It’s a brand promise that staff seeks to support in all that we do for our businesses, residents, and visitors.  

Our community branding would not have been a success if…

We hadn’t taken the time to hear from all of our stakeholders. North Star was a key component of that effort and they were able to synthesize all of that information into a strong/coherent brand.

What’s one piece of advice you have for communities considering a branding endeavor? 

Work with a professional. While there are lots of marketing firms, working with one that has experience and expertise in working with communities, like North Star, is the key.