You Branded What? An Organizational Journey to One Cohesive Brand

  • 15 Jul 2021
  • 12:00 PM - 1:00 PM
  • Virtual via Zoom


Registration is closed

The City of Rochester, MN recently completed a full organizational branding project. From Request for Proposals to brand implementation - the process was an exercise in change management and organizational engagement. The City worked with Minnesota firm Mercury Creative Group. Together every department within the organization came under one unified brand - eliminating confusion for residents, visitors and businesses. This session will give all the tips, tricks, insights and lessons learned!


Jenna Bowman, City of Rochester 

Jenna joined the City of Rochester in July of 2018 as City’s first ever Communications & Engagement Manager.  She recently stepped into the role of Strategic Communications & Engagement Director.  Jenna led the organization through a branding process and website redesign. 

The City of Rochester has been focused on growing digital engagement channels and also has added a digital engagement tool.  Jenna serves as the organization’s lead Public Information Officer. 

Justin Bieganek, Mercury Creative

With bright eyes and big ideas, Justin founded Beganik Strategy + Design in 1998. A graduate of the University of Minnesota with a BS in Design Communication and Studio Arts, Justin is a fearless team leader - overseeing staff, contractors, and vendors to ensure that the only projects that leave Mercury are of the highest level in both quality and design. He shines in his ability to truly partner with business owners and become a strategic business consultant offering creative, brand-focused suggestions that lead to business growth. He also excels at leading and facilitating strategic and dynamic board planning sessions.

Not busy enough, Justin shares his time and talent with local business and design groups such as: the Saint Paul Area Chamber of Commerce, Associations North, Visit Saint Paul and the University of Minnesota’s College of Design Alumni Board. Justin’s commitment to doing good business is clearly evident to those lucky enough to work with him everyday. His efforts to further diversity within the business community were recently acknowledged when he was honored with the Minneapolis/St. Paul Business Journal’s 2015 Diversity in Business Award.

Justin’s work in the area of diversity continues with his recent invitation to join the University of Minnesota’s Office for Equity and Diversity (OED) National Diversity Advisory Board (NDAB). The driving force behind the NDAB is their desire to engage everyone in efforts to transform our communities into ones that are characterized by inclusive excellence. Justin’s expertise and leadership within his field, and his demonstrated commitment to equity and diversity made him a great candidate to assist the NDAB with the building of their advancement efforts.

Justin’s ability to embrace change has allowed him to stay on top of his game while managing to artfully steer his business from its humble print beginnings to Mercury Creative Group - the full-service, brand-focused marketing solutions shop that it is today.

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