I was tasked with refreshing the visual identity for the City of Williamsport in a way that felt contemporary while still respecting its existing brand equity. My solution centered on a butterfly symbol, extracted and refined from elements of the city’s previous logo, and paired with a formal, updated typographic system to maintain credibility and civic authority. The butterfly represents transformation, growth, and community renewal; ideas that align with Williamsport’s evolving identity without abandoning its history. This refreshed system was applied across a redesigned website landing page, merchandise, and environmental graphics and a brand guide to ensure consistency and flexibility across both digital and physical touchpoints.