Western Governors’ Association (WGA) is an organization representing the 19 Western states and 3 U.S.-flag islands. The association focuses on bipartisan policy development and issues affecting the Western United States.
WGA approached D+i after realizing the existing brand did not effectively capture the essence of the organization. The WGA website also failed to reflect this, and offered a poor user experience. They sought a website that communicated the functional efficiencies of WGA, specifically how they share information and report on progress, as well as its broad range and depth of policy work.
We worked with WGA stakeholders to explore a new approach to the expression of the brand to better reflect the collaborative, bipartisan work of the association. To be successful, the brand needed to reflect a western mentality and the pioneering spirit championed by the governors of the Western states. We conceptualized a refreshed positioning and identity focused around the ‘Majesty of the West’.
Utilizing the updated identity and positioning, we created an Expression Platform which represents the complete visual and verbal definition of the brand. We then extended the design to marketing materials and digital presence, including email, social media and a redesigned website.
We partnered with 303 Software to extend this positioning to the WGA website, which was built on the ExpressionEngine Content Management System selected for its customization abilities. The refreshed Western Governors’ Association brand resonates with its audience of governors of the Western states, their staff, and the public alike. The website now allows users to easily navigate to necessary content, better showcases the Governors’ ongoing policy work, and acts as an informational tool with webinars, letters and news easily accessible throughout the site.
Western Governors’ Association
Responsive Website Design