About the Project

Dearborn has entered a new era — building on a century of innovation while shaping a story that reflects who we are today. This Is Dearborn is a City of Dearborn initiative to define the heart of our community: the people, history, culture, achievements, and vision that make our city unique. It is not simply a logo or marketing exercise. It will form the foundation for consistent, authentic communication, define a shared community vision, and build civic pride.

This project is grounded in deep listening and inclusion. There will be:

  • A diverse advisory group of community members
  • Surveys, focus groups, and interviews (in-person and virtual)
  • Pop-up events and interactive opportunities
  • Extensive research to inform recommendations

When this project is successful, it will help the City:

  • Make decisions based on a shared community vision
  • Represent Dearborn accurately
  • Communicate consistently and authentically
  • Build trust and pride among residents
  • Align internal departments for efficient use of resources
  • Support economic growth while reflecting community identity

Frequently Asked Questions

Q: Is this a rebrand?
A: No. We believe the city already has a brand — it just hasn’t been properly defined. This project is about uncovering and defining the story, identity, and vision of Dearborn in a way that is authentic, inclusive, and reflective of the community. It is not simply a logo, marketing, or PR exercise.

Q: Why are we doing this now?
A: Dearborn is growing rapidly and evolving. This project ensures that the city’s story is accurate, consistent, and compelling, and that residents’ voices are centered. It also helps the city align internally and communicate confidently to residents, media, investors, and visitors.

Q: How is this different from the previous branding effort?
A: Unlike the past effort, this project is community-driven, research-based, and focused on authenticity. Residents and stakeholders will be actively engaged, ensuring the outcome truly reflects Dearborn.

Q: Will this cost a lot of money?
A: This is an investment in clearly defining and communicating Dearborn’s story so the investments the city is already making have greater impact. A strong brand helps align departments, build civic pride, and ensure that economic development, planning, and placemaking efforts reinforce one another. This is a strategic investment in long-term effectiveness, not a short-term design or marketing expense.

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