Transforming a Fragmented Identity into a Unified, Recognized Brand

Powering Indiana: Lake County was operating with a fractured brand presence. Multiple names and visual identities were being used interchangeably, creating confusion in the marketplace. Community partners and stakeholders struggled to clearly distinguish who they were and what they represented.

The organization was actively investing in community sponsorships and outreach, but without framework to evaluate return on investment.

They needed more than creative support. They needed brand clarity, strategic direction, and a system for making smarter marketing and community investment decisions.

Focus on building clarity, consistency, and accountability across brand, communications, and community presence.

Key goals included:

• Unify all brand naming and visual identity under one clear name

• Establish a consistent public-facing message explaining who they are and who they represent

• Create brand standards that partners could easily follow

• Build a website that clearly communicated mission

• Evaluate existing sponsorship investments and renegotiate for stronger value and visibility

We stepped in as a strategic partner. Our first priority was brand alignment, defining a single, consistent identity and message architecture that could be used across every channel and partner touchpoint.

From there, we expanded into strategic evaluation and operational marketing support. We reviewed sponsorship commitments, community investments, and event programs through a return-on-impact lens, helping leadership understand where visibility, engagement, and influence were strongest.