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Focused Solutions, Real Results

A collection of highlights that showcase the process, decisions, and collaboration that shaped successful outcomes. 

BRAND & REPUTATION MANAGEMENT

BRAND & REPUTATION MANAGEMENT

Transforming Public Perception through Strategic Communications and Brand Visibility
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STRATEGIC PARTNERSHIPS & STAKEHOLDER ENGAGEMENT

STRATEGIC PARTNERSHIPS & STAKEHOLDER ENGAGEMENT

Strengthening Youth and Multicultural Engagement Through Strategic Partnerships and Public Art Initiatives
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VISUAL BRANDING

VISUAL BRANDING

Elevating Identities and Events through Strategic Branding and Rebranding Initiatives
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CRISIS COMMUNICATIONS

CRISIS COMMUNICATIONS

Managing Media, Miscommunication, and Stakeholder Concerns Surrounding a Controversial Community Project
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INTERNAL COMMUNICATIONS STRATEGY

INTERNAL COMMUNICATIONS STRATEGY

Improving Internal Communications Through Structure and Standardization
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PUBLIC AWARENESS CAMPAIGNS

PUBLIC AWARENESS CAMPAIGNS

Driving Civic Participation and Public Health Awareness through Strategic Digital Campaigns
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EVENT CAMPAIGN STRATEGY

EVENT CAMPAIGN STRATEGY

Driving Donor Engagement Through Branding for a $5.8M Capital Fundraising Effort
View Details
STRATEGIC PLANNING

STRATEGIC PLANNING

Establishing a Strategic Foundation to Guide and Modernize Marketing and Communications Initiatives
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Creative Services, Creative Projects

A collection of creative projects in various print and digital formats that showcase creative capabilities.

Focused Solutions

Marketing
  • Multi-Channel Campaign Strategy
  • Audience Segmentation & Targeting
  • Performance Optimization & Analytics
Communications
  • Internal & External Communications
  • Messaging Strategy & Development
  • Speechwriting & Talking Points​
Creative Services
  • Graphic Design (Print & Digital)
  • Website & Environmental Design
  • Content Development & Copywriting
Branding
  • Brand Management
  • Campaign & Event Branding
  • Visual Branding & Rebranding
Public Relations
  • Media Relations & Story Pitching
  • Crisis Communications
  • Reputation & Stakeholder Management
Strategic Planning
  • Short & Long-Term Planning
  • Brand & Campaign Strategy
  • Long-Range Budget Strategy
Let's Work Together
IMG_4653

© 2025 Daniel John Peck. All rights reserved.

This website and its content are for informational purposes only. Unauthorized use or reproduction of materials is prohibited. For inquiries or collaborations, please contact Daniel John Peck directly.

Creative Solutions, Real Results

A case study highlighting the process, decisions, and collaboration that shaped a successful outcome. 

Crisis Communications


Managing Media, Miscommunication, and Stakeholder Concerns Surrounding a Controversial Community Project

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Summary

In 2022, the City of West Chicago faced a public relations challenge following the proposal to construct a second solid waste transfer station within its boundaries. This development would make West Chicago the only municipality in DuPage County to host such a facility, let alone a second one, and the first community in Illinois with fewer than 50,000 residents to have two. This raised significant concerns among residents, stakeholders, and the media. To head off public scrutiny and ensure transparency in the application process, a strategic communications strategy aimed at controlling the narrative and protecting its reputation was implemented on behalf the City.

Key Actions & Strategic Approach

Public Engagement & Reputation Management

Information shared with the public was developed through extensive research of the project application, consultation with internal and external stakeholders, and continuous feedback gathered from various community channels. These discussions and insights helped shape the City’s communications strategy, ensuring that messaging reflected diverse perspectives and addressed evolving public concerns.


Transparent Messaging Focused on Facts

To maintain public trust, messaging was kept strictly factual and informative. The only content containing contextual or explanatory language was a message from the mayor, which emphasized the City’s limited role in the application process and directed residents to the dedicated resource page for more information.


Media Relations & Narrative Control

Understanding the media’s influence on public perception, relationships were proactively built with journalists from the Chicago Sun-Times and Daily Herald. These efforts helped ensure accurate and balanced reporting and ultimately led to a Daily Herald Editorial Board opinion article that commended the City’s transparency and handling of the issue.

Screenshot of Daily Herald Review Board Article

"At times in the past, we have criticized municipalities and school districts for not providing documents. We also have spoken up when taxing bodies have made it difficult for members of the public to participate in meetings. So, it’s only fair that we highlight when a town makes an effort to be transparent. Indeed, it’s gratifying to be able to do so."

Daily Herald Editorial Board

Digital Strategy & Public Accessibility

To enhance accessibility and engagement, a project-specific webpage was developed with comprehensive information about the application process, the City’s role, public hearing records, and copies of both the application and its summary. The webpage featured:

  • Mobile-friendly UX/UI design
  • A translation plugin to support multiple languages
  • Adherence to WCAG 2.2 ADA standards to ensure accessibility and inclusivity
  • SEO optimization to improve search engine visibility
  • Paid campaigns through Facebook and Google Ads to increase outreach
  • Regular updates to maintain credibility and foster continued stakeholder engagement

Explore the Live Page

Check out the full webpage on the City of West Chicago’s official website.
View Page

Results Recap

  • Fostered public trust through transparent, factual communications
  • Reduced misinformation by proactively sharing timely updates
  • Strengthened media relationships with accurate, balanced coverage
  • Built relationships with the media and earned positive recognition from the Daily Herald
  • Established a sustainable model for future issue-based communications

This case study demonstrates how a proactive and transparent communications strategy can mitigate controversy, build credibility, and shape public perception. By prioritizing factual messaging, accessibility, and media engagement, the City of West Chicago now has a new internal standard for managing sensitive public issues.

Focused Solutions, Real Results

A case study highlighting the process, decisions, and collaboration that shaped a successful outcome. 

Brand &
Reputation Management

 

Transforming Public Perception through Strategic Communications and Brand Visibility

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Summary

West Chicago had long faced challenges with public perception—both internally among residents and externally across the region. To reverse this, a bold long-range strategy was launched to reshape the City’s narrative, build civic pride, and increase national visibility.

Key Actions & Strategic Approach

Public Engagement & Reputation Management

Information shared with the public was developed through extensive research of the project application, consultation with internal and external stakeholders, and continuous feedback gathered from various community channels. These discussions and insights helped shape the City’s communications strategy, ensuring that messaging reflected diverse perspectives and addressed evolving public concerns. This approach fueled significant growth across the City’s key digital platforms—Facebook, website, and newsletter—amplifying community engagement.

Paid Media Campaign (2023)

A targeted paid media campaign was launched using a lead generation and conversion optimization software on the City’s website and PPC ads on Facebook and Instagram in 2023. This strategy was specifically focused on increasing the City’s social media reach and e-newsletter subscriptions that additionally influenced the City’s website user rate. The results of the campaign were highly successful and allowed for stronger organic campaigns in 2024.

Facebook Reach
2021 (Baseline)
77,664
2022 (+283%)
297,700
2023 (+823%)
717,200
2024 (+572%)
522,300
Website Users
2021 (Baseline)
63,940
2022 (+4%)
66,789
2023 (+38%)
88,435
2024 (+99%)
127,103
E-News Subscribers
2021 (Baseline)
95
2022 (+238%)
321
2023 (+440%)
513
2024 (+261%)
343

Website Redesign with Wordpress CMS

To provide a more functional and aesthetically pleasing hub for information, a full overhaul of the City’s website was completed using a WordPress CMS to improve flexibility, content management, and user experience. The updated site featured streamlined navigation, multilingual support, WCAG 2.2 ADA compliance, and modern design—contributing to major traffic gains.

Search Engine Optimization Improvement

In addition to the overhaul of the front-end of the City’s website, the City’s SEO practices were revamped and rehances to improve discoverability, increase organic traffic, and align content with search intent. This work contributed significantly to visibility and web traffic growth that exceeded initial expectations.

Explore the Updated Site

Explore the redesigned website as it stands today.
View Page

View the Old Website

See a snapshot of the website prior to its 2020 update.
View Page

Strategic Visual Storytelling

Ensuring the City’s visual features and community aspects were properly promoted, a professional photographer was contracted and provided direction on capturing authentic, high-quality images of community life—featuring residents in action, seasonal beauty, and dramatic cityscapes. These visuals, paired with refreshed brand graphics and layouts, elevated all branded materials across print, digital, and environmental platforms.

Community Connections

To strengthen ties between the City and its residents—and among community members themselves—a series of strategic initiatives were launched. These included a youth-focused public art campaign celebrating cultural diversity, a local destinations campaign (WeGo Exploring) featured on The Weather Channel, and the launch of WeGo Wear, a branded community clothing line. “WeGo,” a widely embraced nickname for West Chicago, helped reinforce identity and civic pride throughout these efforts.

Earned Media & National Attention

Pitched compelling stories to regional and national outlets, resulting in a 3x increase in earned media. Additionally, West Chicago was featured in Fortune Magazine’s “Top 100 Places to Live” in both 2022 and 2024—the only Illinois community to earn this distinction– and had positive features on national and regional broadcast channels including the Weather Channel, PBS, WGN, and Telemundo. 

Results Recap

  • Increased digital visibility through modern SEO, UX, content strategy, and modernized internal and external communications processes
  • Elevated regional and national reputation through earned and paid media
  • Established a scalable model for municipal brand transformation
  • Built lasting civic pride through authentic storytelling and high-quality visuals

This comprehensive branding and communications overhaul not only reshaped how West Chicago was perceived, but also laid the foundation for long-term success. By aligning strategy, storytelling, and design, the City built a more connected, informed, and proud community. From modernized tools and processes to national recognition and renewed civic identity, the work done has proven that intentional, people-centered communications can drive meaningful transformation—internally and beyond.

IMG_4653

© 2025 Daniel John Peck. All rights reserved.

This website and its content are for informational purposes only. Unauthorized use or reproduction of materials is prohibited. For inquiries or collaborations, please contact Daniel John Peck directly.

Focused
Solutions, Real Results

A case study highlighting the process, decisions, and collaboration that shaped a successful outcome. 

Strategic
Partnerships
& Stakeholder Engagement

 

Strengthening Youth & Multicultural Engagement Through Strategic Partnerships & Public Art Initiatives

Summary

To foster deeper civic engagement among younger residents and reflect the cultural richness of a city where over 50% of the population is Latino/Mexican, a public art initiative aimed at both expression and inclusion was initiated on behalf of the City of West Chicago. Through strategic partnerships, innovative art installations, and digital storytelling, the initiative was highly successful in connecting with the City’s youth and multicultural communities in meaningful ways. This multi-year effort culminated in not only a visually transformed downtown but also a stronger sense of place and participation among residents.

Key Actions & Strategic Approach

Building Local & Regional Partnerships

To foster engagement across the City’s diverse demographics and establish a strong foundation for public art in West Chicago, a partnership with local and regional organizations was initiated to support the Mexican Cultural Center DuPage’s (MCCD) high-profile regional art exhibits: Alebrijes: Creatures of a Dream World (2022) and Olmec Trails (2024).

Alebrijes: Creatures of a Dream World (2022)

Hosted by Cantigny Park, this exhibit featured over 20 large-scale sculptures created by artists from Mexico. The exhibit opened with a formal ceremony attended by Governor JB Pritzker and other state and local officials. To ensure a strong connection between the exhibit and the West Chicago community, a premier sponsorship agreement between the MCCD and the City was executed. Following the agreement, and in partnership with the MCCD and other local and regional partners, a citywide initiative titled “Year of Alebrijes” (May–October 2022) was launched, which included a range of public art and engagement activities.

  • Meet and greets with the sculptors at the local art gallery, including an exhibit showcasing original drawings and maquettes used in the Cantigny sculptures.
  • Installation of multiple temporary downtown murals, up to 16 feet tall, using removable vinyl adhered to buildings.
  • Window paintings by a locally known street artist, with live demonstrations during community events.
  • Installation of 8'x12' permanent mural created by international artist, Juan Chawuk.
  • Community events, such as scavenger hunts, artist workshops, an outdoor showing of Disney’s Coco, and a collaborative community sculpture project.

Olmec trails (2022)

Following the success of the Alebrijes exhibit, a similar agreement with the MCCD was initiated to support Olmec Trails, a large-scale regional exhibit inspired by the 17 ancient Olmec heads discovered in Mexico. The 2024 exhibit featured 32 six-foot-tall prefabricated fiberglass sculptures that were painted by artists from throughout North America, which were then displayed throughout the Chicagoland area from May to November. As the exhibit’s primary municipal sponsor, West Chicago secured a prominent role in the project. Key highlights included:

  • Installation of four Olmec sculptures throughout the community—more than any other participating city.
  • Live painting sessions at the local art gallery, where residents were invited to meet the artists during the creative process.
  • A community unveiling event, offering an exclusive preview before the regional launch.
  • A companion gallery exhibit featuring a large-format comic book created by a Mexican artist that explored the history and mystery of the Olmec civilization.

Long-range Planning & Utilizing Relationships with Local Influencer

Following a successful collaboration during the “Year of the Alebrijes” initiative, a solid relationship and  deepened partnership was built with local street artist Giovanni Arellano, a young Latino creative with strong community ties. Recognizing his talent and local influence, the artist was commissioned to assist with a major public art project focused on the installation of several murals in the downtown.

After two years of budgeting and successfully securing a $20,000 matching grant to supplement the total $40,000 project cost, the artist was directed to develop artwork for a mural series inspired by the Illinois Prairie Path, which runs through West Chicago’s downtown and throughout the DuPage County region.

The result was a stunning installation of seven strategically placed large-scale murals—some at street level and others rising as high as 70 feet- that was unveiled in November 2024 and formally celebrated with a ribbon-cutting event in Spring 2025. The murals sparked significant engagement across digital platforms and in person, drawing attention from residents of all ages and backgrounds, as well as the media. This creative endeavor continues to bring vibrancy and identity to the heart of the City, while also instilling a sense of ownership and civic pride among West Chicago residents.

Results Recap

  • Expanded regional visibility through participation in large-scale exhibits across DuPage County and Chicago
  • Increased youth engagement through social media, community events, and interactive art experiences
  • 4x higher engagement on Facebook and Instagram posts featuring the art installations
  • Extensive regional media coverage positioning West Chicago as a leader in arts and culture
  • Projects provided foundational guidance for planning future art initiatives as part of a broader Public Arts Master Plan

This long-term strategic initiative redefined how West Chicago engages its youth and celebrates its multicultural identity. Through partnerships, inclusive storytelling, and long-term planning, the City transformed public spaces and art into platforms for connection, creativity, and pride. Ultimately, it highlights that public art can be more than a visual enhancement for a community—it can also be a catalyst for civic engagement and unity.

IMG_4653

© 2025 Daniel John Peck. All rights reserved.

This website and its content are for informational purposes only. Unauthorized use or reproduction of materials is prohibited. For inquiries or collaborations, please contact Daniel John Peck directly.

Focused Solutions, Real Results

A case study highlighting the process, decisions, and collaboration that shaped a successful outcome. 

Visual Branding

 

Elevating Identities Through Strategic Branding and Rebranding Initiatives

Summary

A series of strategic branding and rebranding efforts refreshed visual identities and strengthened community engagement. By aligning design elements with broader brand frameworks and creating distinctive campaign materials, these initiatives enhanced recognition and supported ongoing communication goals.

New Brand & Identity

DuPage County Logo (Current)
DuPage Animal Services Logo (2025)

DuPage Animal Services

To strengthen public perception and engagement, DuPage County’s Animal Care & Control rebranded as DuPage Animal Services. The new visual identity was designed to align with the broader County brand, incorporating elements from the County logo. The refreshed look was applied across communications, vehicles—including a veterinary bus—and the new shelter facility that opened in 2025.

Organizational Rebrands

DuPage Mayors and Managers Conference

After years with an outdated emblem nicknamed the “broccoli” logo, the Conference adopted a refreshed identity. The new design features DuPage County’s distinctive shape and icons representing its residential, commercial, and natural assets.

DuPage Mayors & Managers Conference Logo (Original)
DuPage Mayors & Managers Conference Logo (2024)

DuPage Animal Friends

As the nonprofit partner of DuPage Animal Services, DuPage Animal Friends updated its visual brand in 2016. The refreshed logo and identity were developed through collaborative stakeholder sessions and continue to support the organization’s growth and visibility.

Friends of DuPage County Animal Care & Control Logo (Original)
Friends of DuPage County Animal Care & Control Logo (2016)

Village of Lincolnwood

A modern rebrand was proposed for the Village of Lincolnwood in 2018. Concepts were developed through engagement with staff and elected officials, but the initiative was ultimately paused due to changes in leadership.

Village of Lincolnwood Rebranding Initiative (2018)

Campaign & Event Branding

Brand identities were created for several public-facing campaigns, including a refreshed look for the Food Festival post-COVID, the “Year of the Alebrijes” cultural initiative, and the adventure-themed “WeGo Exploring” campaign—each designed to inspire connection and participation.

Results Recap

These branding and rebranding initiatives modernized and unified multiple visual identities, enhancing public recognition and trust. Strategic alignment with broader brand frameworks improved consistency across platforms, while fresh, engaging designs for community campaigns increased visibility and participation. Collectively, these efforts strengthened brand presence, fostered community pride, and provided adaptable assets for use across communications, events, and facilities—supporting long-term engagement and growth.

IMG_4653

© 2025 Daniel John Peck. All rights reserved.

This website and its content are for informational purposes only. Unauthorized use or reproduction of materials is prohibited. For inquiries or collaborations, please contact Daniel John Peck directly.

Focused Solutions, Real Results

A case study highlighting the process, decisions, and collaboration that shaped a successful outcome. 

Crisis Communications


Managing Media, Miscommunication, and Stakeholder Concerns Surrounding a Controversial Community Project

Summary

In 2022, the City of West Chicago faced a public relations challenge following the proposal to construct a second solid waste transfer station within its boundaries. This development would make West Chicago the only municipality in DuPage County to host such a facility, let alone a second one, and the first community in Illinois with fewer than 50,000 residents to have two. This raised significant concerns among residents, stakeholders, and the media. To head off public scrutiny and ensure transparency in the application process, a strategic communications strategy aimed at controlling the narrative and protecting its reputation was implemented on behalf the City.

Key Actions & Strategic Approach

Public Engagement & Reputation Management

Information shared with the public was developed through extensive research of the project application, consultation with internal and external stakeholders, and continuous feedback gathered from various community channels. These discussions and insights helped shape the City’s communications strategy, ensuring that messaging reflected diverse perspectives and addressed evolving public concerns.


Transparent Messaging Focused on Facts

To maintain public trust, messaging was kept strictly factual and informative. The only content containing contextual or explanatory language was a message from the mayor, which emphasized the City’s limited role in the application process and directed residents to the dedicated resource page for more information.


Media Relations & Narrative Control

Understanding the media’s influence on public perception, relationships were proactively built with journalists from the Chicago Sun-Times and Daily Herald. These efforts helped ensure accurate and balanced reporting and ultimately led to a Daily Herald Editorial Board opinion article that commended the City’s transparency and handling of the issue.

Screenshot of Daily Herald Review Board Article

"At times in the past, we have criticized municipalities and school districts for not providing documents. We also have spoken up when taxing bodies have made it difficult for members of the public to participate in meetings. So, it’s only fair that we highlight when a town makes an effort to be transparent. Indeed, it’s gratifying to be able to do so."

Daily Herald Editorial Board

Digital Strategy & Public Accessibility

To enhance accessibility and engagement, a project-specific webpage was developed with comprehensive information about the application process, the City’s role, public hearing records, and copies of both the application and its summary. The webpage featured:

  • Mobile-friendly UX/UI design
  • A translation plugin to support multiple languages
  • Adherence to WCAG 2.2 ADA standards to ensure accessibility and inclusivity
  • SEO optimization to improve search engine visibility
  • Paid campaigns through Facebook and Google Ads to increase outreach
  • Regular updates to maintain credibility and foster continued stakeholder engagement

Explore the Live Page

Check out the full webpage on the City of West Chicago’s official website.
View Page

Results Recap

  • Fostered public trust through transparent, factual communications
  • Reduced misinformation by proactively sharing timely updates
  • Strengthened media relationships with accurate, balanced coverage
  • Built relationships with the media and earned positive recognition from the Daily Herald
  • Established a sustainable model for future issue-based communications

This case study demonstrates how a proactive and transparent communications strategy can mitigate controversy, build credibility, and shape public perception. By prioritizing factual messaging, accessibility, and media engagement, the City of West Chicago now has a new internal standard for managing sensitive public issues.

IMG_4653

© 2025 Daniel John Peck. All rights reserved.

This website and its content are for informational purposes only. Unauthorized use or reproduction of materials is prohibited. For inquiries or collaborations, please contact Daniel John Peck directly.

Focused Solutions, Real Results

A case study highlighting the process, decisions, and collaboration that shaped a successful outcome. 

Internal Communications


Improving Internal Communications Through Structure & Standardization

Summary

To enhance clarity, alignment, and professionalism in employee communications, internal frameworks were developed for both the City of Wheaton and the City of West Chicago. These efforts focused on establishing consistent reporting tools and communications protocols that supported organizational transparency and reinforced strategic goals.

Key Actions & Strategic Approach

Departmental Reporting Template

A standardized internal reporting template was created to support the City’s Strategic Plan. Designed for department-wide use, the template streamlined quarterly performance reporting by guiding staff in presenting KPIs, progress updates, and key accomplishments in a consistent and easy-to-read format.

Explore the Report

View the City of Wheaton Public Works Annual Report.
View Report
  • Template standardized to guide staff in communicating KPIs, milestones, and achievements
  • Alignment of content with the City’s Strategic Plan for clear departmental accountability
  • Structured by division to highlight key functions and annual accomplishments
  • Budget overviews and performance data included for transparency and clarity
  • Sustainability efforts and goal tracking featured to support long-term planning

Organizational Communications Plan

To ensure clear and unified messaging across departments, a comprehensive internal communications plan was developed. The guide included standard operating procedures and templates for content development, helping staff at all levels produce public-facing communications with clarity, professionalism, and alignment with City messaging.

Explore the Plan

View the City of West Chicago Communications Plan.
View Plan
  • Provides a comprehensive guide to align internal and public-facing messaging
  • Standardizes content creation through tone, brand, and accessibility guidelines
  • Defines roles, protocols, and workflows to streamline communication processes
  • Includes templates and publishing standards for consistent multi-channel output
  • Supports strategic, inclusive, and collaborative communications across departments

Results Recap

These internal tools enhanced the quality and consistency of employee communications, making performance updates more actionable and reducing confusion around content development standards.

  • Streamlined quarterly reporting across departments in Wheaton
  • Created first formal internal communications plan in West Chicago
  • Improved alignment between internal operations and public messaging
  • Increased clarity and efficiency in staff-generated content
IMG_4653

© 2025 Daniel John Peck. All rights reserved.

This website and its content are for informational purposes only. Unauthorized use or reproduction of materials is prohibited. For inquiries or collaborations, please contact Daniel John Peck directly.

Focused Solutions, Real Results

A case study highlighting the process, decisions, and collaboration that shaped a successful outcome. 

Public
Awareness
Campaign


Driving Civic Participation and Public Health Awareness through Strategic Digital Campaigns

Summary

To maximize community participation in critical civic and public health initiatives, comprehensive digital and social media campaigns were developed and executed for the City of Wheaton. The 2020 Census campaign achieved a remarkable 84% response rate—the highest among Illinois cities with populations over 50,000—ensuring accurate representation and funding. During the COVID-19 pandemic, a targeted social media campaign provided timely, reliable information and engaged residents in health guidelines and resources, helping to mitigate the public health crisis locally.

Key Actions & Strategic Approach

  • Developed audience-focused messaging tailored to diverse demographic groups to maximize reach and impact.
  • Leveraged multi-channel social media platforms to deliver consistent, clear, and engaging content during both campaigns.
  • Collaborated with public health officials, city leadership, and community partners to ensure accurate and trusted information dissemination.
  • Utilized data analytics and KPI tracking to monitor campaign performance and adjust strategies in real time.
  • Created and distributed creative visuals, infographics, and video content to enhance engagement and message retention.

Results Recap

  • Achieved an 84% Census response rate, the highest among Illinois cities over 50K, securing essential federal funding and accurate demographic data.
  • Increased social media engagement and follower growth during the COVID-19 campaign, building community trust and awareness.
  • Strengthened the City’s reputation as a reliable source of information during a crisis.
  • Established scalable digital engagement frameworks for future public information campaigns.
IMG_4653

© 2025 Daniel John Peck. All rights reserved.

This website and its content are for informational purposes only. Unauthorized use or reproduction of materials is prohibited. For inquiries or collaborations, please contact Daniel John Peck directly.

Focused Solutions, Real Results

A case study highlighting the process, decisions, and collaboration that shaped a successful outcome. 

Event
Campaign
Strategy


Driving Donor Engagement Through Branding for a $5.8M Capital Fundraising Effort

Summary

DuPage Animal Friends was coordinating a multi-year capital campaign to fund a new $5.8 million animal shelter. To assist with those efforts, creative visual branding, messaging guidance, and graphic design support was provided to the organization to help develop playful, fun graphics for community-focused campaigns alongside more formal, elegant visuals for high-end gala events targeting major donors.

  • Audience Segmentation: Crafted distinct visual identities and messaging styles tailored for general public outreach versus exclusive donor engagement.
  • Gala Campaign: Created polished, formal branding and materials for two consecutive gala events, enhancing the appeal to major donors and organizations.
  • Public Campaigns: Designed fun, approachable graphics and messaging to engage the broader community via social media, email, and event collateral.
  • Consistent Visual Identity: Maintained overall brand cohesion across diverse campaign elements.
  • Multi-Channel Support: Delivered print, digital, and event graphics to support ongoing fundraising efforts and maintain donor engagement.

"One of the qualities that set Daniel apart is his excellent communication skills. He guided us through every step of the design process, making sure we understood each decision and felt confident about the direction we were heading. He can balance creativity with strategy. Daniel didn’t just design for aesthetics—he understood the importance of how each piece of marketing collateral would function in real-world scenarios. His guidance helped us make informed decisions that enhanced our brand’s presence and effectiveness."

Laura Flamion Administrator, DuPage County Animal Services

CAMPAIGN 1

GALA CAMPAIGN

The “Raise the Woof” gala campaign featured refined branding and event materials designed to elevate the organization’s premier annual fundraiser. Tailored for an audience of major donors, elected officials, and partner organizations, the visuals helped set a professional tone and strengthen the event’s overall appeal.

CAMPAIGN 2

PUBLIC CAMPAIGN

Drawing on the warmth and nostalgia of Toy Story, the “You’ve Got a Friend in Me” campaign featured playful, heart-centered visuals and messaging to inspire community support for a new animal shelter. Designed to be versatile and engaging, the creative assets were used across multiple channels—including social media, email newsletters, video, apparel, and event collateral—ensuring a consistent and impactful campaign presence.

Results Recap

  • Enhanced brand recognition and engagement among both community members and high-net-worth donors.
  • Supported successful fundraising efforts that contributed to the shelter’s development.
  • Strengthened community connection through varied, impactful visual storytelling.
  • Successful fundraising campaign that saw the opening of the new facility with ribbon cutting in June 2025.
IMG_4653

© 2025 Daniel John Peck. All rights reserved.

This website and its content are for informational purposes only. Unauthorized use or reproduction of materials is prohibited. For inquiries or collaborations, please contact Daniel John Peck directly.

Focused Solutions, Real Results

A case study highlighting the process, decisions, and collaboration that shaped a successful outcome. 

Strategic
Planning


Establishing a Strategic Foundation to Guide and Modernize Marketing & Communications Initiatives

Summary

In response to the City of West Chicago’s lack of a coordinated strategy for marketing and communications, a comprehensive planning effort was initiated to provide structure, clarity, and long-term vision. The goal was to align future initiatives with City priorities, support internal departments, and modernize engagement with residents and stakeholders. The resulting Strategic Plan is organized by Strategic Priorities, each supported by a series of Goals, which in turn outline actionable Initiatives and measurable Outcomes. This clear, scalable structure ensures alignment, accountability, and adaptability as the City’s needs evolve.

Strategic Priority

Broad focus areas that reflect organizational challenges or opportunities.

Strategic Goal

Specific objectives to achieve within each priority.

Strategic Initiative

Key actions or projects that advance the goal.

Desired Outcome

Tangible results that define successful implementation.

Key Actions & Strategic Approach

Aligning with Citywide Priorities

In collaboration with department leaders and guided by the City’s new Comprehensive Plan, key marketing and communications priorities were identified to reflect larger municipal goals. The planning process included internal interviews, a review of current outreach methods, and an audit of existing materials to uncover gaps, inconsistencies, and opportunities for improved impact.

Building a Framework for Future Action

The final Strategic Marketing & Communications Plan outlined clear priorities, timelines, stakeholder roles, and recommended action items. Designed as a working document, the plan detailed specific communications strategies to support transparency, engagement, economic development, and branding efforts over the long term.

Presenting for Buy-In and Implementation

To ensure understanding and implementation across departments and leadership, a concise Memorandum summarizing the plan’s recommendations was presented to City leadership, including the City Administrator, the Public Affairs Committee, and the full City Council. The presentation served as a key step toward institutionalizing a more strategic, proactive approach.

Initiative A: Develop an Organizational Communications Plan

Desired Outcomes:

  • Formulate guidelines for staff interacting with the public.
  • Foster a culture that prioritizes proactive communication.
  • Equip staff to represent the City professionally and clearly.
  • Establish consistent messaging across departments to build public trust.

Initiative B: Analyze and Update Communications Policies

Desired Outcomes:

  • Ensure policies remain relevant with evolving platforms and tools.
  • Prevent miscommunication and promote efficiency.
  • Create clear expectations and guidelines for public communications.
  • Improve internal clarity and external credibility.

 

Initiative A: Register the City’s Website as a Government (.gov) Domain

Desired Outcomes:

  • Reinforce the City as a trusted source by validating the website as an official government domain.
  • Increase cybersecurity for the City and its residents.
  • Boost visibility and discoverability of City programs and services.
  • Strengthen public trust through official government recognition.

Initiative B: Increase the City’s Digital Presence and Footprint

Desired Outcomes:

  • Measure the impact of digital outreach by monitoring and analyzing relevant data.
  • Capability to make data-informed decisions to optimize digital engagement strategies.
  • Expanded reach and interaction with residents online.

Initiative C: Increase Promotion of Events, Services, and Programs Offered by Community and Intergovernmental Partners

Desired Outcomes:

  • Define partner organizations for coordinated promotion.
  • Establish content submission guidelines for partners.
  • Boost awareness of partner events, programs, and services.
  • Build stronger partnerships through consistent collaboration.
  • Improve community awareness of local resources and opportunities.

Initiative A: Develop and Implement a Website Accessibility and ADA Compliance Plan

Desired Outcomes:

  • Execute a full website audit to evaluate current accessibility status, and formulate an implementation plan ensuring all current and future content is accessible to everyone.
  • Ensure full compliance with appropriate ADA accessibility standards and improve user experience for all visitors, including those with disabilities.

Initiative B: Enhance the Calendar and Meeting Records Management Systems

Desired Outcomes:

  • Integration of a visually appealing and accessible calendar tool that is manageable by multiple staff with a user-friendly design for visitors.
  • Optimized file management processes and upgraded front-end design for better usability by staff and users.
  • Simplify management of routine tasks for staff and improved navigation for users.

Initiative C: Conduct a Feasibility Study for a Digital Help Desk and Service Request System

Desired Outcomes:

  • Evaluate benefits of implementing a CRM or digital help desk and service request platform, assess if new platforms can be managed effectively with current CMS and staff resources.

Initiative A: Conduct a Visual Branding Study

Desired Outcomes:

  • Perform an objective analysis of the City’s existing visual brand identity and develop recommendations for improvement, if necessary.
  • Establish a clear understanding of brand strengths and areas for refinement.
  • Assurance the visual brand aligns effectively with the City’s values and identity.

Initiative B: Develop an Implementation Plan for the City’s Wayfinding Master Plan

Desired Outcomes:

  • Create a step-by-step plan to progressively implement the Wayfinding Master Plan.
  • Ensure design elements reflect and reinforce the City’s visual brand identity.
  • Implement a coherent way-finding system that strengthens City branding.
  • Establish consistent and recognizable visual cues throughout the community.

Initiative A: Develop a Community Place Marketing Strategy

Desired Outcomes:

  • Improve marketing materials and content for community initiatives.
  • Establish a strategy highlighting the City’s positive reputation to attract new residents and build civic pride.

Initiative B: Develop an Economic Development Place Marketing Strategy

Desired Outcomes:

  • Merge City website and economic development micro-site to improve visibility and traffic.
  • Update marketing materials and ensure economic development info is current.
  • Established strategy for promoting the City as an attractive investment opportunity and a business-friendly city.

Initiative C: Develop a Downtown Place Marketing Strategy

Desired Outcomes:

  • Increased downtown foot traffic and economic activity by highlighting downtown events, attractions, and businesses.
  • Improved perception of downtown as a vibrant community hub by positioning downtown as a lively place to visit and do business.

Initiative D: Develop a Public Arts Master Plan

Desired Outcomes:

  • Boost community pride and celebrate local culture through public art.
  • Improve long-term management and planning of public art to ensure public art complements the City’s buildings, streetscapes, and open spaces.

Results Recap

The Strategic Plan became the City’s first structured roadmap for marketing and communications, setting the stage for a unified voice and more consistent engagement efforts. It also provided a replicable framework for future planning and reporting tied to measurable outcomes. The plan’s initiatives were carried out through a series of targeted action plans designed to encourage cross-departmental collaboration and strengthen internal alignment,

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Creative Solutions, Real Results

A case study highlighting the process, decisions, and collaboration that shaped a successful outcome. 

Crisis Communications


Managing Media, Miscommunication, and Stakeholder Concerns Surrounding a Controversial Community Project

New Leads
0
Likes
0 k
Increase
0 %

Summary

In 2022, the City of West Chicago faced a public relations challenge following the proposal to construct a second solid waste transfer station within its boundaries. This development would make West Chicago the only municipality in DuPage County to host such a facility, let alone a second one, and the first community in Illinois with fewer than 50,000 residents to have two. This raised significant concerns among residents, stakeholders, and the media. To head off public scrutiny and ensure transparency in the application process, a strategic communications strategy aimed at controlling the narrative and protecting its reputation was implemented on behalf the City.

Key Actions & Strategic Approach

Public Engagement & Reputation Management

Information shared with the public was developed through extensive research of the project application, consultation with internal and external stakeholders, and continuous feedback gathered from various community channels. These discussions and insights helped shape the City’s communications strategy, ensuring that messaging reflected diverse perspectives and addressed evolving public concerns.


Transparent Messaging Focused on Facts

To maintain public trust, messaging was kept strictly factual and informative. The only content containing contextual or explanatory language was a message from the mayor, which emphasized the City’s limited role in the application process and directed residents to the dedicated resource page for more information.


Media Relations & Narrative Control

Understanding the media’s influence on public perception, relationships were proactively built with journalists from the Chicago Sun-Times and Daily Herald. These efforts helped ensure accurate and balanced reporting and ultimately led to a Daily Herald Editorial Board opinion article that commended the City’s transparency and handling of the issue.

Screenshot of Daily Herald Review Board Article

"At times in the past, we have criticized municipalities and school districts for not providing documents. We also have spoken up when taxing bodies have made it difficult for members of the public to participate in meetings. So, it’s only fair that we highlight when a town makes an effort to be transparent. Indeed, it’s gratifying to be able to do so."

Daily Herald Editorial Board

Digital Strategy & Public Accessibility

To enhance accessibility and engagement, a project-specific webpage was developed with comprehensive information about the application process, the City’s role, public hearing records, and copies of both the application and its summary. The webpage featured:

  • Mobile-friendly UX/UI design
  • A translation plugin to support multiple languages
  • Adherence to WCAG 2.2 ADA standards to ensure accessibility and inclusivity
  • SEO optimization to improve search engine visibility
  • Paid campaigns through Facebook and Google Ads to increase outreach
  • Regular updates to maintain credibility and foster continued stakeholder engagement

Explore the Live Page

Check out the full webpage on the City of West Chicago’s official website.
View Page

Results Recap

  • Fostered public trust through transparent, factual communications
  • Reduced misinformation by proactively sharing timely updates
  • Strengthened media relationships with accurate, balanced coverage
  • Built relationships with the media and earned positive recognition from the Daily Herald
  • Established a sustainable model for future issue-based communications

This case study demonstrates how a proactive and transparent communications strategy can mitigate controversy, build credibility, and shape public perception. By prioritizing factual messaging, accessibility, and media engagement, the City of West Chicago now has a new internal standard for managing sensitive public issues.

Services Provided

Marketing
  • Multi-Channel Campaign Planning
  • Social Media & CMS Management
  • Performance Tracking
Communications
  • Internal & External Strategy
  • Crisis Communications
  • Speech Writing & Talking Points
Public Relations
  • Media Relations & Story Pitching
  • Reputation Management
  • Event Publicity & Community Relations
Creative Services
  • Graphic Design for Print & Digital
  • Website & Environmental Design
  • Content Development & Copywriting
Strategic Planning
  • Short & Long-Term Plans
  • Brand & Campaign Strategy
  • Long-Range Budget Strategy
Analytics & Reporting
  • KPI Tracking & Reporting
  • Survey Design & Analysis
  • Data Visualization
View All Services
Explore the strategy behind the work.

Creative Solutions, Real Results

A case study highlighting the process, decisions,
and collaboration that shaped a successful outcome.

Crisis Communications


Managing Media, Miscommunication, and Stakeholder Concerns Surrounding a Controversial Community Project

New Leads
0
Likes
0 k
Increase
0 %

Summary

In 2022, the City of West Chicago faced a public relations challenge following the proposal to construct a second solid waste transfer station within its boundaries. This development would make West Chicago the only municipality in DuPage County to host such a facility, let alone a second one, and the first community in Illinois with fewer than 50,000 residents to have two. This raised significant concerns among residents, stakeholders, and the media. To head off public scrutiny and ensure transparency in the application process, a strategic communications strategy aimed at controlling the narrative and protecting its reputation was implemented on behalf the City.

Key Actions & Strategic Approach

Public Engagement & Reputation Management

Information shared with the public was developed through extensive research of the project application, consultation with internal and external stakeholders, and continuous feedback gathered from various community channels. These discussions and insights helped shape the City’s communications strategy, ensuring that messaging reflected diverse perspectives and addressed evolving public concerns.

Transparent Messaging Focused on Facts

To maintain public trust, messaging was kept strictly factual and informative. The only content containing contextual or explanatory language was a message from the mayor, which emphasized the City’s limited role in the application process and directed residents to the dedicated resource page for more information.

Media Relations & Narrative Control

Understanding the media’s influence on public perception, relationships were proactively built with journalists from the Chicago Sun-Times and Daily Herald. These efforts helped ensure accurate and balanced reporting and ultimately led to a Daily Herald Editorial Board opinion article that commended the City’s transparency and handling of the issue.
Screenshot of Daily Herald Review Board Article

"At times in the past, we have criticized municipalities and school districts for not providing documents. We also have spoken up when taxing bodies have made it difficult for members of the public to participate in meetings. So, it’s only fair that we highlight when a town makes an effort to be transparent. Indeed, it’s gratifying to be able to do so."

Daily Herald Editorial Board
Digital Strategy & Public Accessibility

To enhance accessibility and engagement, a project-specific webpage was developed with comprehensive information about the application process, the City’s role, public hearing records, and copies of both the application and its summary. The webpage featured:

  • Mobile-friendly UX/UI design
  • A translation plugin to support multiple languages
  • Adherence to WCAG 2.2 ADA standards to ensure accessibility and inclusivity
  • SEO optimization to improve search engine visibility
  • Paid campaigns through Facebook and Google Ads to increase outreach
  • Regular updates to maintain credibility and foster continued stakeholder engagement

Explore the Live Page

Check out the full webpage on the City of West Chicago’s official website.
View Page

Results Recap

  • Fostered public trust through transparent, factual communications
  • Reduced misinformation by proactively sharing timely updates
  • Strengthened media relationships with accurate, balanced coverage
  • Built relationships with the media and earned positive recognition from the Daily Herald
  • Established a sustainable model for future issue-based communications

This case study demonstrates how a proactive and transparent communications strategy can mitigate controversy, build credibility, and shape public perception. By prioritizing factual messaging, accessibility, and media engagement, the City of West Chicago now has a new internal standard for managing sensitive public issues.

Utilized Services

Marketing
  • Multi-Channel Campaign Planning
  • Social Media & CMS Management
  • Performance Tracking
Communications
  • Internal & External Strategy
  • Crisis Communications
Public Relations
  • Media Relations & Story Pitching
  • Reputation Management
Creative Services
  • Website & Environmental Design
  • Content Development & Copywriting
Strategic Planning
  • Brand & Campaign Strategy
Analytics & Reporting
  • KPI Tracking & Reporting
View All Offered Services