CHEMUNG COUNTY, NY Comprehensive Plan Brand Development

CHEMUNG COUNTY, NY

Comprehensive Plan Brand Development

Scope: Allieway scope as part of the Chemung Comprehensive Plan RFP included development of a brand foundation including qualitative research and reporting, brand identity, and messaging recommendations for Chemung County, New York to guide future development and initiatives.

Tasks:

Conduct qualitative research through stakeholder interviews
Identify key themes, opportunities, and concerns from interviews
Create full qualitative research report
Audience analysis for messaging recommendations
Develop brand brief with name/tagline options
Present findings and recommendations to client/steering committee
Create visual brand identity including logo, color palette, style guide

Approach: Allieway partnered with engineering consultants Fisher Associates to gather insights from the Chemung County community. Our team developed an in-depth questionnaire and conducted individual interviews with residents, business owners, officials, and other key stakeholders.

Through analyzing the qualitative data, we identified common themes around economic development, quality of life, infrastructure needs, and environmental priorities. This analysis also revealed audiences to be addressed and their key interests.

The findings were compiled into a comprehensive research report that included audience personas, messaging pillars, and recommended name/tagline options for the plan’s brand identity.

We presented the full report to the client and steering committee. With their input, we refined the naming and then developed logo concepts and a visual brand style guide aligned with the selected comprehensive plan identity.

Results: Chemung County received a thorough qualitative analysis packed with community insights to inform their future planning. The strategic brand platform and guidelines provide a strong foundation for implementing consistent messaging and visuals across all communication channels and ways to effectively speak to unique stakeholders and audiences.

The collaborative research and creative process generated:

Qualitative interview findings report
Audience personas and messaging recommendation
Brand brief with naming/tagline options
Final visual brand identity logo and style guide

SERVICES RENDERED

Brand Development
Collateral
Copywriting & Editing
Graphic Design & Production
Interview Summaries
Name Development
Strategic Messaging
Tradeshow Items