Local Government: County

The COVID-19 virus arrived in Eagle County before most Americans were aware of its presence. Community members looked to local government officials for guidance and they sifted though noisy social media channels in search of timely, local facts. Meanwhile, the County’s Communications team worked around the clock with local stakeholders to deliver emergency messaging. No matter how hard they tried, more support was needed.

The only way to reach community members quickly and stay in front of them was through Facebook. It was a scary time, and the formal tone of government communications was not reaching everyone. We determined that the client needed a sub-brand that retained the authority of local government but with a compassionate, human tone. We repurposed the County’s existing logo mark and launched a new Facebook page called, “One Valley Voice”. Every post and graphic had to be bilingual to support the Latino population, so we worked with translators to ensure that our Spanish was accurate and culturally relevant. The brand instantly gained in popularity and improved the public’s perception of their elected officials. Residents could see how their government was working incredibly hard to keep them safe and trust prevailed during a time of crisis.