NBS

Branding, Collateral and Website 

Project Overview

In the 1990’s California enacted tax legislation that required special districts be formed to fund almost every municipal project. A new industry was born and NBS was founded as one of the first consultants in the field. Fifteen years later, new competitors were gaining market share and core services had become commoditized.

Well-known as a leader in the formation and administration of special finance districts, NBS struggled to gain attention for new financial consulting offerings created to diversify the firm, drive billings and allow them to compete more effectively. Its understated brand conveyed a safe, traditional look and relied on financial industry-speak.

Allegory dug into the core of the firm to uncover key differentiators. The entire staff participated in a scientifically-validated Culture Audit that defines brand personality and purpose through archetypes. The Archetypal Profile of Hero was validated through surveys, interviews and focus groups and brought to life through a 180-degree turn to focus on the impact NBS has on people.

From rural towns to major cities, messages now emphasize how NBS ‘helps communities fund tomorrow.’ Using the firm’s 15th anniversary as a hook, the new brand story promises “the flow of water to the flow of revenue,” and was unveiled as a celebration that capitalized on the Southern California location by featuring the “flow of wine.”