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North Tonawanda BOA

Allieway knows the heart of a municipality project is in its community. We start by understanding the spirit of the place, its history, the hopes of its people, and the exciting opportunities revitalization will bring. We ask creative questions, listening closely for themes, identity and possibilities, and develop branding, strategic messaging and marketing collateral that communicates the vision with clarity and style. A hallmark of Allieway’s services is to engage communities in fun and interesting ways through focus groups, events and social media outreach.

The end result tells a story of the community’s vision for its future and motivates investors and other stakeholders to learn more about the local area. Allieway creates and produces all graphic design to support the branding and messaging and provides ongoing marketing support. As experienced professionals, we collaborate with the professional architects, engineers, planners, market analysts, and economic development firms – going the extra mile to make sure the project appears seamless to the municipality.

View Allieway’s work completed for North Tonawanda »


The North Tonawanda project is approximately 546-acre area located along the Niagara River and Erie Canal in the City of North Tonawanda, NY. Known as the “western gateway to the Erie Canal”, the area has a rich history and includes a variety of waterfront, industrial, commercial, and retail land opportunities. A significant asset is the natural beauty of the surrounding landscape.


The Challenge

In the new marketing materials, Allie worked with the client to bring the firm’s vision and philosophy to life. In order to overcome the struggles often associated with a name change, it was vital that the new brand and subsequent marketing efforts communicate all of Spicer Group’s services and illustrate that the company was flourishing.

Once the brand’s overall look and feel was solidified, Allie got to work with the client on producing a variety of marketing materials, including:

The client was so impressed with the new brand and marketing materials that they hired Allie to develop a strategic plan. To do so, she met with the firm’s management for regular planning sessions and produced the company’s 2013 strategic plan.


The Work

The process began by asking the central question: what conveys the spirit of the city? Through one-on-one interviews, regular project meetings, focus groups and public information sessions tailored to the community, Allieway honed in on the key brand elements to develop a solid brand that illustrates the client’s vision. North Tonawanda is friendly, lively and passionate, with a strong sense of pride in the city’s history.

Allieway presented multiple viable names, logos and taglines for the client’s selection. From the NT Momentum concept chosen by the client, Allieway created logos, sublogos and taglines that communicated the exciting potential of the downtown, residential and waterfront components of the project. Allieway unified the spirit and excitement of the project in designs for marketing collateral, presentations, brochures, inserts and digital media.

Then, because the ultimate test of the brand lies in the community that will experience it, Allieway took the brand to the people. To engage the community who will live, work and play by the waterfront and within the revitalized city center, Allieway developed and organized multiple community outreach efforts. An especially popular event was the free bike trolley tour with photo boards at the station stops, designed so people could experience the vision for resurgence in a fun, safe and memorable way.

The Results

Allieway’s creative approach to gathering information from key stakeholders and residents not only garnered ideas and feedback, but also sparked enthusiasm and built excitement for the project. “Allie was so well-informed,” says the client, “that all of the proposed brand designs were relevant, and the community outreach efforts have made everyone feel engaged in the project from the start.”

The City of Tonawanda is using the branding in collateral and marketing materials for the city’s resurgence. The audience varies widely: community residents, industrial end users, developers, small business owners, politicians, and government, and the materials are highly effective with all audiences.


The Allieway Difference

We work hard to understand the history and hopes of a place and its people by asking creative questions of the multiple stakeholders – and listening closely to the answers. Our mission is to provide you with a solid brand and a clear message to create awareness of the community as a destination, a place to call “home” and a place for commerce.


“We have found Allie to be truly great to work with.  She consistently goes above and beyond and brings a tremendous amount of creativity and design capability to our projects.  She worked closely with our team to develop a memorable logo, meaningful message, and a highly visible campaign for a complex, long-term project.  Her efforts add significant value to the overall project process.”

Business Segment Manager, Bergmann & Assocaites

January 20, 2016