Working with an independent implementation team, our goal was to take the County’s website and brand to the next level.
To do so, we knew we needed to take steps to revamp the two most visible aspects of the County’s image – the website and the logo. Based on formal and informal research, we set out to create an innovative, service-oriented brand.
To do so, we knew we needed to take steps to revamp the two most visible aspects of the County’s image – the website and the logo. Based on formal and informal research, we set out to create an innovative, service-oriented brand.
How did we get from bland to grand?
New website: Start with a foundation, the website. The old website was hard to navigate and not mobile friendly. Our analytics showed an average user spent more than three minutes getting to simple information like what day their trash was collected.The new website needed to be responsive from a mobile device to a desktop computer, so residents and visitors can get the information they need anytime, anywhere – fast.
We set out to change our narrative through planning and developing a robust, County-centric online newsroom, promoting services through positive storytelling. The face of media has changed, so we planned for the newsroom to also house media-rich assets that make it easy for the media to grab and go with camera-ready stories.
Logo and branding overhaul: We needed to put a face on Hillsborough County Government. So we took a step back and asked ourselves: What is Hillsborough County and what does it mean to our customers?
Founded in 1834, Hillsborough County has a long, rich history. But it was necessary for our brand to reflect our emergence as a state leader in business, politics, and tourism. To fully create that experience, we needed to ensure our branding was consistent across multiple platforms. Several variations were tested by conducting informal focus groups to get input and feedback on imagery and the color palate.
Founded in 1834, Hillsborough County has a long, rich history. But it was necessary for our brand to reflect our emergence as a state leader in business, politics, and tourism. To fully create that experience, we needed to ensure our branding was consistent across multiple platforms. Several variations were tested by conducting informal focus groups to get input and feedback on imagery and the color palate.
