Building a Visual Identity for the Municipality of Łyszkowice
Building a place brand for the Municipality of Łyszkowice: from positioning strategy and a mark inspired by the A2 motorway junction, to a full visual identity system rolled out across public space.
- Client
- Łyszkowice Municipality
- Year
- 2024
- Role
- Head of Design
- Services
- Brand strategy, Key visual, Visual identity system, Print, Digital
- Duration
- September 2024 – May 2025
Challenge
The Municipality of Łyszkowice had a logo and a coat of arms, but no department at the municipal office used them the same way: visual communication (welcome signs, letterhead, investor leaflets, the official website, vehicle livery) was scattered and inconsistent. An added challenge was the untapped strategic asset of the municipality, the A2 motorway junction at its border, which had never been told through the brand's communication.
Approach
The process ran nine months and included an audit of existing communications (12 touchpoints), 4 in-depth interviews (IDIs) with opinion leaders, a positioning analysis of 8 neighbouring municipalities, and quantitative research among 312 residents and 58 entrepreneurs. The turning point came while reviewing satellite imagery: the shape of the A2 motorway junction at the municipality's border turned out to be a ready-made, previously unrecognised mark. That observation became the central premise of the strategy and the starting point for the mark design. 47 logo sketches were produced, narrowed to 12 concepts, and finally 4 directions were consulted with the Mayor, councillors and residents through a focus group (24 participants).
Solution
The final mark is an abstract interpretation of the A2 motorway junction: a modern form that coexists with the municipality's historic coat of arms rather than replacing it: the coat of arms remains in official and ceremonial use, while the new mark leads marketing communication. I designed a full brand book (84 pages), covering construction, clear space, colour variants and coexistence rules with the coat of arms, plus a complete set of identity applications rolled out across public space: a 6×3 m billboard, a 3×3 m festival tent, a roll-up, feather flags, an investor folder and leaflet, business cards, letterhead, envelopes, and a Facebook cover.
Gallery
„The Łyszkowice Municipality logo is a modern graphic form inspired by the A2 motorway junction, which plays a key role in our location and investment potential. The symbol expresses both the momentum of growth and the municipality's strategic position on the regional map."
Waldemar Krajewski — Mayor (Wójt) of Łyszkowice Municipality
Results
- Launch of the visual identity system at a conference for the Mayor, councillors and local entrepreneurs: a full house, around 80 attendees
- New mark rolled out across public space: billboards, event signage, investor materials, official stationery
- Coexistence with the municipality's historic coat of arms, a new brand without losing identity
- Consistent, organised visual communication across every department of the municipal office
- A starting point for further rollout: a website redesign and new promotional materials
Tools
Adobe Illustrator · Adobe Photoshop · Adobe InDesign · Figma
Credits
Kamil Roszewski — brand strategy and positioning (CEO, Agencja Wizerunku)