LMD conducted research and developed a promotional brand identity package for Prince George’s County that targets potential and current residents, businesses, and tourists/visitors by positioning the County as an attractive and desirable community in which to live, locate a business, and visit. Other objectives included increasing the pride of residents and businesses and changing any misperceptions about the County.

Based on research findings and the target audiences’ preferred brand direction, our team developed a comprehensive Brand Identity Package, including the tagline "Experience. Expand. Explore," which encourages residents, businesses, and tourists/visitors to move to the County, relocate/expand their business to the County, or visit the County. We developed corresponding audience-specific key messages and headlines ("This is my home, "This is my future," "This is my playground," etc.). Our creative team developed templates for a variety of materials, including print ads, billboards,  online banner ads, and more. I was a key member of the team that developed the tagline, audience-specific key messages and headlines, and all supporting copy for campaign materials.