Building a Dedicated Brand
The Heart:
A government organization that delivers more than 300 community-based services annually, impacting over 200,000 local residents. Despite this substantial impact, the organization isn’t widely recognized as a trusted, consistent, or approachable government resource. The current perception limits the community's willingness to utilize the services available to them. How can we strategically build a brand personality that effectively bridges the gap that earns the loyalty and trust required to maximize community benefit?
The Hustle:
Comprehensive brand architecture and governance for the agency and five distinct sub-brands to represent program offices. The team developed full-scale identity creation and revision, including logo systems and a unifying tagline. We worked on a scalable, multi-platform brand guide that promoted consistency across print, digital, social channels, and video production, with specific attention to language translation and accessibility standards. The work ultimately drove a cohesive approach to community outreach and public engagement.
Connecting people in need with services that help.
Change perception and increase engagement with cohesive design.
Make finding resources and services easier.
Our primary goal was to simplify and centralize direct access to vital community services. To achieve this, our team designed and engineered Allegheny Connect, a full-service digital hub.
The project involved a rigorous user-centered process that included comprehensive content audits, strategic discovery sessions with target users, in-depth design workshops, and iterative user testing, culminating in the final web design and build.
Real Progress, Real Impact
Increase in consistency:
To ensure brand consistency and recognition, we developed a centralized tool by launching a SharePoint-based brand hub, which provided all staff with direct access to critical assets, including brand usage guidelines, approved logo files, official color specs (HEX codes), licensed imagery, and typography resources. This system effectively democratized access while maintaining visual integrity across the organization.
Increase in understanding:
The detailed brand guidelines were designed not just for adherence, but for organizational understanding and empowerment.
Recognizing that not everyone is a designer, we strategically framed the documentation to educate staff on the 'why'—showcasing the crucial role that consistent application plays in maintaining the brand’s integrity and recognition.
Building trust and familiarity:
The brand successfully permeated the public sphere, achieving consistent recognition across all outward-facing channels, including advertisements, community events, and fundraising efforts. This heightened and consistent visibility was essential: it validated the organization as a credible and trusted source of help, ultimately strengthening the critical relationship between the community and the services available.