If I could redesign any existing brand it would be the City of Eagan — the town where I live. It is a beautiful city with huge parks, safe neighbourhoods and great town planning. But it has never focused much effort on branding or marketing. The current logo looks like a clip-art tree. I’d like to sit down with the city authorities and do a full brand audit — to dig out exactly what the city is and what the city should be about. Then I’d create a brand that would be not only beautiful and modern but also strategically sound, and would work across all forms of media.
Allan Peters is CCO of Peters Design Company. His work has been recognised by most major design publications, and Graphic Design USA named him as a person to watch in 2013. He lives in Eagan, Minnesota with his beautiful wife and three boys and is a devout Christian.