Branding Auxiliary Revenue Services for a Municipal Government Agency


As an agency that administers a control jurisdiction, the client serves as the wholesale and retail provider of alcoholic beverages to licensees and retail customers for the surrounding county. In order to improve satisfaction and operations; grow revenue, and improve public relations, the client embarked on an improvement plan for its retail stores. In an effort to meet the goals of the plan, the client sought to redevelop its brand, improve its visual identity, and improve the customer experience in its stores.


Our development of the agency’s brand strategy was based on an intensive discovery phase that produced quantitative and qualitative data from the engagement of key stakeholders, as well as competitive analysis to identify opportunities for brand differentiation. Based on the findings of the discovery phase, our team developed a comprehensive brand strategy that defined the target audience and clearly articulated the agency’s brand pillars, promise, story, positioning, architecture, and messaging. Within the brand strategy, ABCD provided recommendations for brand hierarchy and differentiation of the agency’s sub-brands within the brand portfolio, as well as differentiation from competitors. Continuing from this phase, our team executed the recommendations through the development of brand nomenclature framework, in addition to a logo, visual identity, key messaging, website templates, digital ads, and a brand standards manual. Additionally, ABCD provided the foundational tools for creative direction with regard to signage and interior design.


Brand Strategy
Brand Identity
Campaign Development
Market Research


Equipped with the information and tools to revamp the retail division,the agency was able to develop its entire brand portfolio in less than 4 months. Following the completion of the retail brand, the agency began construction of a new retail location based on the interior design components of the project.