Advancing public sector communicators with an inspirational new brand
About this project
Client
CAPIO
Services
Strategic Planning; Creative, Media
The opportunity
Nearly 700 public-sector communicators rely on CAPIO for training, resources and networking to strengthen and engage communities and advance public sector communications. In 2018, CAPIO set forth to refresh the association’s brand to reflect the evolving needs of its members and the changing landscape of the profession.
The approach
JPW led the association’s full-scale branding project which included 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 and inspire their audience—the communicators of the public sector. The brand refresh was unveiled to more than 400 CAPIO members at the organization's annual conference in April 2019, along with an introductory brand video.
The solution
Communications strategy
Complete creative suite of signage, brochures, direct mail postcards and fact sheets
Digital newsletter
General communication support
PowerPoint presentation
Print and digital ads
Social media strategy, content and graphics
Brand video
The reward
The brand and video were well received at the conference and inspired other organizations to rethink how they look at branding. The launch video is the most viewed video on CAPIO social media with over 2,000 views, while all other videos posted in 2019 received an average of 330 views. The new brand now reflects the forward thinking and aspirational goals of California’s public information officers.