Santa Clara LAFCO
Communications Plan and Outreach Materials
Communications Plan
The first phase of the project, led by Marianna Leuschel and Michael Meehan, included a deep dive into understanding the history and purpose of the agency, review of existing communications, conversations with a range of stakeholders, a workshop with commissioners, and iterative consultations with agency staff. The resulting communications plan identified four critical issues in current perception and understanding of the Commission, its culture, and role; shaped four key messages to address those challenges; and outlined strategies and actions for outreach to key stakeholder groups with a range of activities and communication channels. The plan was adopted unanimously by the Commission in October 2018.
Identity Redesign
Next, Covive set out to craft a brand toolkit that would better position the agency to deliver on the proactive, forward-looking messages outlined in the plan. A new logo provided a clean, bold, modern image for the agency, incorporating the county name, which had been absent in the existing logo. We also clarified nomenclature: “Santa Clara LAFCO” as an informal name, consistent with many of the other LAFCOs in the state, and “Local Agency Formation Commission of Santa Clara County” as the full formal name, retiring other variations. Thin and bold lettering contrast and a progressive teal to lime gradient energize the identity as a cornerstone for all other communications materials.
Brochure
A printed brochure presents a whole picture of the purpose, history, responsibilities, reach, and benefits of the agency. Designed as an expansive 5-panel, front and back brochure, folding down to an attractive 5.5" x 8.5" format, this communications piece seamlessly integrates bold colors, strong headlines, stunning photography of real people and places within the county, and informative narrative text and statistics. The grayscale cover image represents the neutral position the agency takes in considering decisions; a California Poppy, as a delightful vignette, represents that state mandate of the agency; and a vibrant color palette brings energy, excitement, and visual recognition that extends across mediums.
Map
As the primary work of the agency is to regulate the boundaries of cities and special districts—promoting urban infill development and island annexations prior to outward expansion, or sprawl—a large, detailed, county map serves as a vehicle for telling the LAFCO story. Printed maps were distributed to city and county planning agencies, as well as other stakeholders, as a useful visual reminder of the purpose and long-term impact of LAFCO.
Download Map PDF (7MB)
Presentation
Another element of the communications plan was the development of a "What is LAFCO?" presentation that can be used to introduce the agency to community groups and can also be used as an onboarding tool for new commissioners. Covive developed a storyboard for a comprehensive presentation, combined content from a variety of existing sources, and designed a visually rich custom presentation and slide templates, leveraging typography, colors, and a library of custom, commissioned photography.
Website
Covive recommended a redesign of the Santa Clara LAFCO website. The existing website was not responsive for mobile devices, lacked visual hierarchy, felt clunky and constrained, and otherwise looked outdated. Through a collaborative process with staff, Covive prepared a new website architecture, wireframes, and visual design mock-ups of all typical pages for desktop and mobile devices. Covive then built the new website on a Drupal content management system, facilitating integration of all website content and documents back to the year 2000, and provided training and a website maintenance guide for staff enabling them to make ongoing website content updates. The new robust website was launched in January 2020.
Public Exhibit
While a brochure and website are active communication channels, they have to be sought after. A public exhibit allows the story of LAFCO to be shared with the general public, or at related community planning events, in a more passive way, allowing readers to stop by, read, and learn. Covive designed a set of lightweight folding exhibit panels that can be displayed in city and county government offices, at public libraries, or at public meetings. Several sets were produced for simultaneous display. Bold brand colors, typography, and images grab attention to inform and inspire.
Style Guide
An identity style guide outlines the building blocks of the brand, documenting design rationale, as well as providing specifications for fonts, colors, layouts, and logo use. The style guide also explains the new communications tagline: “For the Good of the Whole”, which emphasizes the role each commissioner plays in making decisions that impact long-term development and conservation priorities within the county.
LAFCO Commissioners celebrating the launch of new communications materials, the outcome of a two-year collaborative process to raise visibility and understanding of the agency.