The Challenge

Government business has its own unique set of challenges. For starters, the majority of our presentations were held in public forums open to the community. These televised, politically-charged presentations made it challenging to get helpful, constructive feedback from council members. Fortunately, we uncovered solid data to support the new brand positioning, identity and subsequent website.

Deliverables

  • Qualitative Study
  • Quantitative Research
  • Brand Development
  • New City Logo
  • Brand Identity
  • Brand Guidelines
  • Brand Positioning
  • Brand Platform
  • Brand Manifesto
  • Website Development
  • User Experience Design
  • User Interface Design
  • Content Strategy
  • Content Development
  • Original Photography
  • Style Guide

“What really set Frederick Swanston apart from other firms was how much they became part of our team, embracing our culture and understanding our values while adding an unsurpassed wealth of talent and knowledge."

- James T. Dunkard Assistant City Administrator City of Alpharetta, Georgia

The Ignition Process

Silicon & Southern

Discovery

Our task was to create a new brand image for the city, as well as to design and build a new website to bring the new brand to life. Market research identified a number of common core attributes that were important to all city stakeholders.

Strategy

We developed a brand platform that positioned Alpharetta as the community with a deliberate blend of energy, innovation and excellence. The subsequent digital roadmap accommodated the functionality required of municipal websites as well as the needs of multiple departments.

Creative

A modern approach to a classic look, the new brand identity captures the Southern feeling of a vibrant town. The new website shrank from over 4000 pages to just over 1000, making it far easier for residents to find relevant information.

Metrics &
Refinement

Local government embraced the new identity and the logo may be seen everywhere in town. Unique visits to the new site have increased from 8,000 per month to over 25,000 per month over the past three years.

Alpharetta