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What is Bloomington’s identity? Here’s how to weigh in

By Katy Szpak

Posted May 15, 2025

A “Welcome to Bloomington” sign is pictured on Kirkwood Avenue. (FILE: WTIU News)

The city of Bloomington is asking residents, “What makes Bloomington, Bloomington?”

The question is part of an initiative the city launched to “define and communicate Bloomington’s identity.” The initiative, WeAreBloomington, was announced Wednesday.

“We have an opportunity to create a strong identity we can proudly share, and your voice helps us capture a brand that truly reflects our spirit,” the website reads.

Mayor Kerry Thomson said in a statement the mission is to uncover Bloomington’s identity, rather than to invent something new.

"What we know is that it takes many of us 10 minutes to tell somebody else what's so special about Bloomington," Thomson said. "So we're hoping to equip our city with exactly how to talk about that in a concise way, but importantly we're hoping to tell the world why they should be visiting Bloomington and why they might want to consider living here."

The city is collecting feedback with an online survey through June 16.

The initiative costs $95,000 and is led by Colorado-based consultant CivicBrand.

WeAreBloomington started from a Wage Growth Task Force recommendation from 2016. The task force was looking for ways to improve the city’s economy and wages, and the first suggested initiative was branding.

“Being a cultural crossroads for tourism and retirement does not produce economic viability, diversity and growth,” the report reads. “Building on our existing clusters of life sciences, light manufacturing, information technology and craft spirits creates an economic identity that is unique and compelling.”

CivicBrand conducted a Place Branding audit in March and is set to return in June.

The city’s contract with CivicBrand will expire Jan. 31, 2026.