Rapid growth continues across Palm Beach County and all of South Florida. This means that many communities that were once considered remote and removed are increasingly stepping into the spotlight. One such community is Greenacres, a vibrant and culturally diverse community right in the heart of Palm Beach County. Greenacres seized an extraordinary opportunity: celebrating its historic centennial milestone while defining a forward-looking identity built for their next century.
In this Q&A, we spoke with Austin Lee, Director of Communications & Government Affairs at the City of Greenacres, to discuss how the city tied its centennial celebrations to its new brand rollout and laid the groundwork for an enduring civic identity.
Austin Lee
Director, Communications & Governmental Affairs
As South Florida continues its rapid growth, communities once seen on the periphery are now vibrant centers in their own right. How does Greenacres’ ‘Grows with You’ brand help carve out a distinct identity and position the city as a welcoming, empowering place to live and do business?
Greenacres has always focused on strategic planning and responsible growth. Our new tagline, “Grows with You,” is a commitment that as our community grows, we grow alongside it, with our residents, our new and existing businesses, our schools and students, and our partners. It sets us apart not by size, but by relationship: a responsive, welcoming city that is invested in the long-term success of everyone who lives, works, and conducts business here.
Greenacres is home to an exceptionally diverse, multicultural community. How did the city ensure that residents from all backgrounds were actively engaged during the branding process, and what did you learn from their perspectives?
We made it a priority to attempt to reach all residents and stakeholders by meeting them where they already are, such as classes, athletic leagues, schools, and civic organizations. We also placed signs throughout the city, promoted meetings on social media, and sent postcard mailers to households so every voice had a chance to be heard. We learned from many of those who participated that there is a strong sense of belonging in our community and they have a desire for responsible growth.
Launching a brand alongside a centennial celebration is a rare opportunity. How did tying the rollout to your ‘A Century of Growth’ centennial help you honor Greenacres’ 100-year history while pointing toward the future? What events or activations generated the most excitement?
Launching the new brand alongside our centennial was a unique opportunity. It built excitement around “Grows with You” and gave our community time to become familiar with the new identity during a moment of real celebration. It was an ideal pairing: as we honored 100 years of history, our new visual identity showed our commitment to continued growth and progress. Some of the most exciting activations included a drone show displaying the centennial brand across 400 drones, a centennial-themed city bus wrap, an extravagant parade float featured in a holiday parade and at the South Florida Fair parade 5 times, and a beautiful mural featuring the “100” logo that will remain in our community for decades to come.
A community brand only succeeds if city staff and local partners live it every day. How is Greenacres working across departments and with community stakeholders to ensure the new identity is integrated into daily operations and customer touchpoints?
Including staff and business partners from the very beginning created a sense of buy-in that is immeasurable. We invited them to stakeholder meetings at the start of the process so they could see the importance of the brand, then sent follow-up emails throughout to guide them on how to implement it. Our intentional, phased rollout has steadily reached customer touchpoints and daily operations, including city collateral, uniforms, vehicles, our newly designed website, and every employee email signature. Seeing local business owners using our tagline in their own speeches has been the ultimate sign that the brand is resonating far beyond City Hall.
What is your top piece of advice for municipal leaders in other communities who are preparing to embark on a comprehensive rebranding initiative?
For cities like Greenacres, a centrally located bedroom community, rebranding was not about inventing a new identity. It is about promoting who we already are in a positive, responsible way and putting our city on the map. My top advice to other municipal leaders is to remember that a new logo is more than a logo. It is a visual identity that feels relatable to residents, business owners, and visitors alike, and that lets people know the moment they have entered your city. Build the entire brand around what your community already values, and it will endure long after the launch.
Our community branding would not have been a success if…
Our community branding would not have been a success without the support of our City Council from the very beginning. Just as important was a steering committee willing to provide honest feedback paired with an experienced partner like North Star to help translate that input into a clear, unified direction, and collectively guide the brand to its end goal. Finally, a brand only succeeds if you have the ability and intention to implement it from day one. In our case, a slow and steady rollout to build momentum proved to be the right approach.
