Communities need more than a logo and tagline to connect the soul of their city to the hearts of its people. A city’s identity is what it’s known for in the minds of its target audience – its residents and potential visitors and investors. The Redding City Identity Project created an opportunity to begin to tell our story: it helped to further establish our city’s image and reputation by defining who we are and intentionally building toward what we would like to become. A city’s image is connected to its competitive advantage as a place to live, vacation, and invest. As a city becomes more appealing, it’s better positioned for job creation, increased revenue, and improved quality of life for its citizens.