Board of County Commissioners

• CLIENT — A string of residential communities north of Orlando with a vibrant collection of nature-based amenities;

• MARKETING CHALLENGE — The county saw the need to replace their outdated branding that didn’t coalesce all of the communities, didn’t resonate with residents, and didn’t properly portray the county’s assets;

• PRIMARY RESEARCH — GOLD recognized the need for the branding process to engage all corners of the county in order to be embraced. So a series of presentations and focus group sessions were conducted which also helped to uncover powerful branding solutions; and

• CREATIVE SOLUTION — Drawing on broad-based community involvement, we created a new positioning platform, new logo, and new themeline that were enthusiastically adopted; and

• RESULTS — Today, all Lake County assets showcase the new brand, achieving what was previously lacking—a message that matched the product. Our branding program has been featured in dozens of books on branding.