Building a Municipal Brand Platform Designed to Attract Investment and Support Regional Growth
Economic development branding sits at the intersection of politics, public perception, and private sector investment.
The department needed to communicate clearly with:
Investors
Entrepreneurs
Government stakeholders
Community members
Each audience required a tailored message. The brand needed to feel unified, credible, and forward thinking.
Existing communications lacked cohesion. Messaging was inconsistent. Visual assets did not reinforce strategic intent.
Without clarity, opportunity gets overlooked.
The mandate was to create a structured brand system capable of aligning stakeholders internally and positioning Belleville competitively in the investment landscape.
Industry
Municipal / Economic Development
Timeline
Q4 2024
Timeframe
3 Months
Solution
AMP approached the engagement as a strategic build, not a cosmetic redesign.
1. Brand Positioning & Alignment
We clarified core audience segments, economic priorities, and competitive positioning. Brand pillars were defined to anchor all future communications.
Internal alignment came first. External clarity followed.
2. Naming Strategy – BIQ
The identity BIQ, short for Investment Quotient, was developed to signal intelligence, strategy, and measurable growth potential.
The name moved the department beyond traditional municipal branding into a modern, confident positioning aligned with business decision makers.
3. Visual Identity System
We developed a scalable identity system including:
Primary and secondary logo architecture
Typography hierarchy
Modern color strategy
Flexible graphic elements for campaign use
Structured brand guidelines
The system was built for longevity and adaptability across digital platforms, print materials, investor decks, and marketing campaigns.
4. Implementation Framework
The identity was designed to support future growth initiatives without losing consistency or clarity.
This was a foundation, not a trend.
Impact
The result was more than visual cohesion.
Belleville Economic Development gained:
A unified and credible public facing identity
Stronger internal alignment around strategic messaging
Clear positioning within the regional investment landscape
A scalable platform capable of supporting future growth campaigns
In competitive economic environments, perception influences decisions.
Clarity builds trust.
Trust drives investment.
