Why the City of Palmdale’s Organizational Rebrand Failed – and How to Fix It

As a communications professional I have managed and assisted several organizational rebrands. I can speak to this particular rebrand because I started the outline preparation before I left the organization. So I know the origins of the preposed initial steps. During my short tenure as the communications manager of the City of Palmdale, I managed a team of insightful, talented communicators. Who were passionate about their city. Which is always a good start to any rebrand. Unfortunately, the city outsourced communications losing a lot of talent and expertise.

In the last City Council Meeting the “new” Communications Manager brought the initial re-brand proposal to the board for approval. The presentation was flawless the vendor was professional and the design options were ok. The council called for public comment and utter chaos ensued. (View the video below)

As a communicator manager, you have to MANAGE COMMUNICATIONS. The task is in the name! It became very apparent-that didn’t happen. The rebrand’s flawless presentation was set up to fail - and it did miserably.

Unfortunately, the rebranding effort missed the mark. While the final product wasn’t inherently bad, the process was flawed from the start, leading to a disconnect between the city’s vision and the community’s expectations.

In this blog, I will breakdown why the measure failed, and what we can do as competent communicators to ensure that our initial presentations can be successful so, let’s break down five key reasons why the rebrand failed and explore actionable steps to make it successful next time.

1. Lack of Understanding of the City’s Identity

One of the most glaring issues was the failure to deeply understand what makes Palmdale unique. The city’s rich history, its present opportunities, and its future aspirations were overlooked. For example, during public remarks, a resident pointed out the absence of elements representing the aerospace industry and the film industry—cornerstones of Palmdale’s identity.

How to Fix It:

Before starting the rebranding process, conduct extensive research into the city’s history, industries, and culture. Host workshops with residents, business leaders, and historians to gather insights. This ensures the rebrand reflects the essence of Palmdale, from its aerospace industry to its vibrant film community.

2. Poorly Prepared Request for Proposal (RFP)

I worked on the outline of the RFP, before I left the organization. The RFP process seemed rushed and incomplete, leading to limited interest from vendors. Without clear contract terms, costs, exit clauses, or a competitive bidding process, the city settled for mediocrity. The lack of at least three bids meant fewer options and less room for negotiation.

How to Fix It:

Invest time in preparing a solid RFP. Clearly outline the scope of work, budget, and expectations. If fewer than three companies bid, re-submit the RFP to attract more interest. A competitive process ensures the city gets the best talent for the job and safeguards against costly mistakes. Keep in mind that we are the stewards of public trust and hiring a vendor before a solid plan can cost tax payers money. In this case Palmdale spent almost $20,000, just to get a “not good enough try again” response.

3. Failure to Engage the Community

The city missed a critical opportunity to involve residents in the rebranding process. Palmdale is home to talented individuals, including students at local high schools and Antelope Valley College. By overlooking local talent, the city alienated its community and lost a chance to build grassroots support. In this case the communications manager has lived and worked in Palmdale for over 20 years. Which usually lends itself to an intimate knowledge of community - so the perceived disconnect is concerning.

How to Fix It:

Engage the community by hosting contests for alternative logo designs. While these designs may not become the official logo, they can inspire the final product and be used internally. Involve community watchdogs and other stakeholders in the process. This will build trust and transparency. When residents feel as though they were a part of the process, they are more likely to buy into the vision.

4. Lack of Internal Staff Involvement

The city’s staff—the lifeblood of the organization—was essentially left out of the process. Yes, there was a quick survey, but the lack of meaningful and internal communications with staff did not occur. Their insights and feedback could have strengthened the rebrand and ensured it resonated with the people who live and work in Palmdale every day.

How to Fix It:

Include city staff in every stage of the process, from brainstorming to final decision-making. Document their contributions and make them feel valued. Their firsthand knowledge of the city’s operations and culture can provide invaluable perspectives that elevate the rebrand.

5. Insufficient Executive Buy-In

This is the most important part of the process. While council members were briefed, the process lacked transparency and personal engagement. Without one-on-one discussions or meaningful collaboration, the council’s feedback was surface-level, leading to a lack of commitment to the final product.

How to Fix It:

Schedule one-on-one meetings with each council member to gather their ideas and ensure their concerns are addressed. This particular communications manager is very good at recording people without their consent, (although i don’t recommend this) they could have use that skill to document commitment from each board member. Transparency is key—share every aspect of the process, from design drafts to public feedback. Council members are the ultimate decision-makers, and their buy-in is crucial for the rebrand’s success.

Conclusion:

The City of Palmdale’s rebrand failed not because of the final product, but because the process was flawed. The removal of a communications team, poor preparation, and lack of community and staff involvement led to a

disconnect between the city’s vision and its execution.

As the city moves forward with new instructions from the board, there’s hope for redemption. By understanding Palmdale’s identity, preparing a solid RFP, engaging the community, involving staff, and securing executive buy-in, the city can create a rebrand that truly reflects its spirit and inspires pride.

To the Communications Manager:

Pay attention to the climate of local politics, broaden your professional circle, and embrace the basics of your craft. You have been a graphic designer your whole life, dig into that skill set for inspiration. Palmdale deserves a rebrand that celebrates its unique character and sets the stage for a brighter future for all of LA County.

"When we know better, we do better." - Oprah.

Thomas Y. Lynch

Re-Brand Presentation

The City of Palmdale City Council Meeting 07/17/25 - Re-Brand falls flat.