Brownstein Selected to Lead Phase One of Philadelphia’s Global Identity Project

PHILADELPHIA, PA, August 24, 2018Brownstein Group, the longest-running independent brand communications agency in Philadelphia, announced today that it has been selected to execute research and narrative development for the Philadelphia Global Identity Project,  a multi-phased effort undertaken with the ultimate goal of defining what it means to live and work in Philadelphia. The Global Identity Project is being convened by the City of Philadelphia and a consortium of organizations working together to develop a new brand identity for the Greater Philadelphia region.

Following bids from more than a dozen agencies from across the country, Brownstein Group was chosen to lead the project’s crucial first phase – conducting extensive research in the region, nationally and globally to better understand perceptions of Philadelphia. After hosting the World Meeting of Families with Pope Francis, the 2016 Democratic National Convention, the NFL Draft and winning the Super Bowl, the spotlight has shifted onto Philadelphia and there is tremendous interest in figuring out how to capitalize on this recent momentum so the city is elevated on the global stage.

”We are thrilled to welcome Brownstein Group, a nationally-recognized firm with international experience, to the Philadelphia Global Identity Project,” said Harold T. Epps, Commerce Director for the City of Philadelphia. “The process of developing a cohesive brand that truly represents every aspect of Philadelphia will be a challenging one, and we knew that we needed to base our next steps on reliable, insightful research. After reviewing a number of proposals, the City and our partners determined that Brownstein Group was the best team for the job. Their proven abilities in market research and brand development will be vital as we begin to explore Philadelphia’s strengths and opportunities in order to create a powerful message we can share with the world.”

Located in the heart of Philadelphia since its founding more than 54 years ago, Brownstein Group is a natural choice for this project and will rely on its robust research practice to uncover unique insights about the city and region. Additionally, Philadelphia is currently involved as one of four cities in the prestigious Brookings Institution Global Cities Initiative Global Identity Cohort, which gives the team access to a tremendous amount of in-depth data (especially focused on international sentiment). All of this research will be used to develop and launch a new brand identity – a common language that every resident and business should feel genuinely captures the essence of Philadelphia.

“Others have been putting labels on our city for years, and it’s time we take back ownership of our narrative so people around the world truly know what it means to be in Philadelphia,” said Marc Brownstein, President & CEO of Brownstein Group. “Our businesses, universities, museums, hospitals and restaurants are among the best in the nation, and we are the perfect example of how many unique voices combine to form a powerful community. We are a city sustained by our diversity, not by stereotypes, and it is crucial that we shift perception of Philadelphia as a place of simply historical significance to a place of innovation and modern relevance.”

With 10 straight years of population growth buoyed by a surge of Millennial and foreign-born residents, Philadelphia has expanded both in number and culture, facilitating a need to hone in on a new identity that will best represent the future of the city. Once developed, this identity will be deployed around the globe in hopes of attracting and retaining talent, business, tourism, capital, students and investment in the region at large. This is a high-profile project convened by the City of Philadelphia’s Department of Commerce in partnership with numerous organizations. The City of Philadelphia and its partners have engaged a broad base of regional stakeholders to date and are finalizing the creation of a Global Identity Advisory Board that will oversee the implementation of the project moving forward.

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About Brownstein Group 

Recognized by Ad Age as a ‘Small Agency of the Year’, Brownstein Group (BG) is the longest-running independent brand communications agency in Philadelphia. Founded at the height of the Creative Revolution in 1964, BG is a full-service agency with expertise across all disciplines, including: brand strategy, advertising, public relations, social media, and digital services. BG specializes in crafting memorable campaigns that generate positive brand awareness, increased sales/leads and measurable impact for clients like IKEA, Comcast Xfinity, Wawa, GIANT Food Stores, Western Union, NJM Insurance, and DuPont™ Sorona®. Named a Fortune Magazine ‘Top 100 Best Places to Work for Women’, BG is relentless in the pursuit of breakthrough ideas, but dedicated to its clients and people. For additional information, visit

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