Creative Company recently completed work to expand the brand presentation for two government associations, the New York State Association of Counties (NYSAC) and the Association of Oregon Counties (AOC). NYSAC and AOC chose Creative Company to provide a brand program to increase visibility and perceived value of each organization. Work included broadening the color palette, standardizing logo elements and providing templates for communication materials.
Online PR News – 29-August-2011 – – New York State Association of Counties and Association of Oregon Counties adopt new look for communications
MCMINNVILLE, OR: Creative Company recently completed work to expand the brand presentation for two government associations, the New York State Association of Counties (NYSAC) and the Association of Oregon Counties (AOC). NYSAC and AOC chose Creative Company to provide a brand program to increase visibility and perceived value of each organization. Work included broadening the color palette, standardizing logo elements and providing templates for communication materials.
After speaking at a conference of executive directors from county associations across the country last October, Creative Company President Jennifer Larsen Morrow was approached by Stephen Acquario, Executive Director of the New York State Association of Counties, about working with NYSAC to synchronize communications and strengthen the image of the association. Shortly after Creative Company began working with NYSAC, Morrow was contacted by AOC to undergo a similar program.
The brand refresh for NYSAC supported the existing logo with a broader color palette, a defined system of fonts and document layout templates. A comprehensive ID guide summarized the updated brand elements. To support stronger messaging, Creative Company also wrote value statements for members and provided edits and feedback for important legislative documents. Final document templates, designed for easier readability, were provided for use by the communications staff, and a series of Email templates were created for daily and weekly communication with members and other audiences.
“Being responsible for NYSAC’s communications, it is critical for me that we are always putting our best face forward. This work with Creative Company has enabled our Association to package and promote our work in ways that we were not able to do before. Our message hasn’t changed, but it is more valuable because it no longer gets lost in the clutter. Our form now better follows our function,” said Mark F. LaVigne, Deputy Director of NYSAC.
NYSAC Executive Director Stephen J. Acquario added, “Having all forms of communication reflect the NYSAC brand consistently has immeasurable and noticeable value. Prior to making these changes, our documents, publications, emails and other forms of communication were ad hoc and inconsistent. Our new forms enable us to project a more finished and professional image.”
For the Association of Oregon Counties, Creative Company developed a one-page ID guide, consolidated logo versions and created easy-to-use Microsoft Office templates for letterhead and PowerPoint. Brand training for office staff introduced the new brand elements and templates while reinforcing the value of consistent branding.
“In the world of membership associations, image matters both internally and externally. Members want to be able to take pride in their organization. An organization’s credibility begins with how it is perceived. Paying attention to the details of image optimizes both objectives,” stated AOC Executive Director Mike W. McArthur. “Jennifer Morrow provided the impetus to move AOC to the next level in developing our brand image. She absorbed our ideas, led us to creative solutions and helped motivate the staff to adopt the changes.”
The primary goal of the brand work for these associations is to increase member engagement while creating a higher perceived value. Creative Company helped refresh communications for AOC and NYSAC from the audience’s point of view. The simpler, cleaner look helps multiple audiences access and understand associations’ key messages.
“Most government associations don’t incorporate marketing or branding concepts since they don’t have a product to sell. But marketing is about understanding your audiences and communicating effectively. Understanding how people access information—most scan and don’t read—provides the direction for simplified layouts, good use of color and consistent presentations,” explained Morrow.
Due to the success of the brand work provided for NYSAC and AOC, Morrow’s presentation on branding and essential brand tactics was added to the continuing education series for the National Council of County Association Executives (NCCAE) at the National Association of Counties (NACo) conference held in Portland in July, 2011.
About Creative Company
Established in 1978, Creative Company has worked with clients in manufacturing, health care, education, food products, financial services and telecommunications to provide effective, long-term brand programs.
Our five-point brand optimization method achieves a higher return on every marketing investment by focusing on the point of choice—the point where your audience takes action.
Creative Company is the industry leader in brand optimization from the point of choice.