California Association of
Public Information Officials
Taking flight into a new era
When the foremost statewide professional organization for government communicators wanted to examine its position in the marketplace and refresh its aging brand, they turned to JPW for the challenge.
The project began like most at JPW – with a deep dive into research to better understand the situation, challenges and opportunities for this growing organization.
Over the course of several months, JPW held a series of one-on-one interviews with key stakeholders, hosted regional focus groups, conducted a comprehensive membership survey, and completed a thorough competitive analysis to uncover CAPIO's true brand DNA.
The insights and analysis of this research provided a strong foundation from which to shape CAPIO’s future direction.
Moving forward, CAPIO will be focused on developing programming that grows with members as they climb the ladder; providing networking opportunities that are meaningful, geographically desirable and inclusive of all members; and being the leading professional organization for communicators from all walks of the public sector.
This new direction also helped inform the development of CAPIO’s new brand platform, which reads:
The California Association of Public Information Oﬃcials (CAPIO) is the leading professional organization dedicated to advancing public communicators through training, resources and networking to strengthen and engage communities—a fundamental piece of good government.
To compliment this new platform, JPW developed a new tagline and visual identity for the organization, which can be seen in the samples below.
WHAT WE DID:
Research and Analysis
Findings Report and Board Presentation
Rollout Plan and Brand Launch
The brand refresh was unveiled to more than 400 CAPIO members at the organization's annual conference in April 2019. Initial feedback has been overwhelmingly positive and the organization is excited to see the new brand perform for them in the marketplace. More metrics to come as data becomes available!