Local Government Management Agency - Building a national brand

The Challenge

The Local Government Management Agency needed to build awareness of LocalGov.ie as Ireland's central information hub for local government services. The public didn't understand the breadth of local government services or know where to start when seeking assistance. With 31 local authorities operating independently and confusion about "who does what," people struggled to access over 1,000 essential services that touch their lives daily.

My Approach

I developed a comprehensive brand strategy including brand values (Clear, Useful, Informative), brand behaviors, personality, voice guidelines, and a complete messaging framework. I created a dual-pathway strategy: awareness campaigns to showcase local government's everyday impact, and consideration campaigns to drive traffic to LocalGov.ie. I mapped the entire customer journey and established clear communication guidelines across all media channels, ensuring the brand guides without overpromising on service delivery.

The Results

I delivered a complete brand architecture with tone-of-voice guidelines, a messaging strategy framework, customer journey mapping, and campaign-ready creative direction. The strategy positioned LocalGov.ie as the authoritative national guide while maintaining clear handoffs to local councils for service delivery, creating a scalable platform for multi-year campaign development across digital, social, broadcast, and out-of-home channels.