New name. Fresh look. Same mission to make Council Bluffs shine.
It’s official! The Council Bluffs Convention & Visitors Bureau is now doing business as Unleash Council Bluffs— the same name locals and industry partners have come to know and love over the years. The change reflects both an evolution in name and an exciting call to action, aligning with the city’s “Unlike Anywhere Else. On Purpose.” campaign.
Unleash Council Bluffs serves as Pottawattamie County's official destination marketing organization, promoting the region’s visitor economy through collaborative sales, marketing, and destination development. While the name celebrates Council Bluffs’ identity, it also reflects the spirit and vitality of the entire county we proudly represent.
“This moment feels like both a celebration and a continuation,” said Mark Eckman, Executive Director of Unleash Council Bluffs. “We’re evolving our identity in a way that honors the past while energizing how we share our story moving forward. The new look reflects where Council Bluffs and Pottawattamie County are headed—and we’re thrilled to take that next step.”
For years, “Unleash” has been part of the community’s language and identity. When the City of Council Bluffs launched its UN campaign in 2016, our organization quickly embraced the momentum—adopting the “Unleash CB” handle on social media, changing our website URL to UNleashCB.com, and infusing “unleash” throughout our communications. This transition simply makes official what so many residents and partners already know: we are Unleash Council Bluffs.
How the New Look Came to Life
After the Council Bluffs CVB Board of Directors approved the name change, organization leaders partnered with Omaha-based creative agency Emspace + Lovgren—known for developing the city’s UN campaign and the CVB's previous logo—to create a brand identity that feels both fresh and familiar.
“Grounded in the city image campaign launched a decade ago, ‘unleash’ represents the embodiment of the campaign and its intent to promote all that makes CB ‘Unlike anywhere else. On purpose," said Ashley Kruse, President of the Unleash Council Bluffs Board of Directors.
A Fresh Take, Rooted in Familiar Energy
The new Unleash Council Bluffs logo retains the vibrant color palette and location pin burst that have become familiar visual identifiers, maintaining valuable brand recognition while updating the presentation with bold typography, clean lines, and a modern secondary font.
“What you may have already noticed is the vibrancy of our marketing over the past year,” Kruse said. “The ad creative reflects new energy, fresh design, and a resonating message.”
This visual refresh reflects the broader trend in destination marketing, where action-oriented names—like Visit Omaha, Catch Des Moines, and Explore Siouxland—invite audiences to take part. “Unleash” not only aligns with that momentum but also celebrates the distinctive pride and personality that make Council Bluffs unlike anywhere else.
What’s Next
With the logo officially approved, updates to the website, social media channels, newsletters, and other digital materials are already underway. Signage, collateral, and print materials will follow in the coming weeks and months.
“As we roll out the new look, our mission remains the same—to attract visitors, drive economic impact, and enhance quality of life throughout Pottawattamie County,” said Eckman. “This evolution is about more than a new logo—it’s about inspiring people to see all that our community has to offer. Unleash Council Bluffs reflects our energy, optimism, and belief that great things happen when people explore what makes this place unlike anywhere else.”
Unleash Council Bluffs: Unlike Anywhere Else
The name may be new, but the spirit behind it is stronger than ever. Unleash Council Bluffs connects travelers to the people, places, and stories that make our community shine—inviting everyone to unleash their next adventure right here in Council Bluffs.
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