The Florida Benchmarking Consortium (FBC) is an intra-state collaboration of Florida local governments seeking to improve the delivery of local government services through the use of performance measurement data and proven benchmarking tools and techniques. Started in mid-2004 by a handful of like-minded performance and budgeting professionals representing local governments from around the state, the FBC has grown from being a collaborative vision of what could be accomplished in a regional PM and benchmarking initiative to becoming a model for other regional consortiums of this kind around the US. The FBC’s leaders have already been helping people in the states of Michigan, Pennsylvania, Texas, and New Jersey to get organizations like the FBC going to support and assist their local governments, and ultimately their local communities.

Objectives

Design and produce a brand identity (mark, color and type palettes, collateral) for the Florida Benchmarking Consortium (FBC). The new identity will produce a consistent image for the growing organization and will be easy to use by its diverse, virtual members. 

Strengths 

Virtual Organization 
Word of Mouth 
Independence from Government Organization

Audience 

FBC caters to Florida’s municipalities and service areas including 67 counties and 283 cities. They are also under the observation of foreign and national governments. 

Personality Attributes 

Accessible Easy to Use, Approachable 
Accurate Quality through Quantity, Reliable 
Connectivity Network, Virtual 
Innovative Cutting Edge, Active 

Research/Strategy

The new identity will move the brand toward a position of greater approachability with an emphasis on innovation. Producing an image of approachability will enable recognition of FBC’s diverse individual members connected by their common traits. By accentuating the attribute of innovation, the brand will have the opportunity to enlighten potential and current clients on the groundbreaking offerings of their products.