Frederick Swanston CITY OF ALPHARETTA 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 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 Previous Next 1 2 3 4 5 Let’s do this. Get in touch with FredSwan 770.642.7900 hello@frederickswanston.com 3000 Old Alabama Road Suite 119-348 Alpharetta, GA 30022 © 2021 Frederick Swanston