As Milwaukee Metro Fire Rescue (MMFR) moves closer to operational readiness, the agency’s Board of Directors has partnered with local creative agency CI Design to establish a unified visual identity and branding strategy for the consolidated department.

To build a brand that accurately reflects the culture, history, and mission of both Wauwatosa and West Allis communities, CI Design conducted an extensive discovery phase across the service area.

The collaborative process included:

• Station Visits: Touring six fire stations across Wauwatosa and West Allis to observe daily operations and connect directly with crew members.

• Stakeholder Interviews: Gathering direct feedback from fire department employees, local residents, and elected officials from both municipalities.

• Focus Groups: Working with a small, representative working group of fire personnel and city partners to refine core messaging, colors, and visual concepts.

This approach ensures the final logo and identity resonate with front-line responders while honoring the distinct identities of the communities MMFR serves.

The final visual identity, including the official department logo and color palette, is slated for a public reveal in late 2026.