Tennessee’s 23 State Agencies Have Always Worked Together To Do Great Things For The State.

Now They Have A Visual Identity System That Works Just As Hard As They Do.

When citizens think of government, efficiency isn’t always top of mind. Yet, for years, Tennessee State Government has been diligently working to become more efficient and effective for the citizens of Tennessee.

Agencies and departments were working together to leverage shared resources and expertise across the state. However, Tennessee State Government was operating as a “House of Brands.” Because each agency had developed their own identities individually there was no shared vision across the agencies, which created confusion for citizens and potential business partnerships as well as within the government.

Background

For any business, the prospect of uniting multiple sub-brands under one identity is a huge undertaking. What the Governor’s Office asked us to do was to help create efficiency across all agencies by creating the first consistent identity system for the state. This system had to include comprehensive brand guidelines and sub-logos for all departments and take into account how to design for new agencies or departments that could be created in the future. This system also had to take into account the myriad of applications, including everything from signage and brochures to computers and mobile devices.