As the Lake Highlands community continues to grow and expand, the officals of the city agreed that Lake Highlands need to be more than just a community - it needed to be a brand. With the Lake Highlands Area Improvement Association taking charge, a Request for Proposal (RFP) was distributed and 10 firms responded with official responses. After deliberation and presentations and voting, a decision has been made.

One Fast Buffalo, a local firm run by Lake Highlands resident Ben Jenkins, has been tasked with branding the Lake Highlands community. Once the brand is in place, it can be used to attract potential businesses and new residents to the area.