Branding New York’s Home of Food and Beverage Innovation

A group of Geneva, NY food and beverage ecosystem leaders including academic institutions, municipal leaders and food and beverage brands and came to us with an idea to position the region as a premier food and beverage industry destination. We started with extensive market research for strategic positioning for the brand and then proposed 4 potential names for this initiative.

After selecting Geneva Made, NY’s Home of Food & Beverage Innovation as the name, we built a visual brand identity, core values and guidelines to represent the brand. We then crafted Geneva Made’s website, key messaging, promotional materials, and the Geneva Made “seal” for food and beverage producers to apply to their products.

We launched a local press push for the initiative in December 2021 followed by a national press push in January 2022.

Geneva Made won First Place in the Branding Category for Region 6 of the Best of NAMA Awards from the National Agri-Marketing Association and a Merit Award for the Website.

Starting a new economic development project is a huge effort with many moving parts. Maureen and her team were essential in helping the City of Geneva and the Center of Excellence to get the ball rolling and build momentum.  They helped us establish Geneva as New York’s premier destination for the food and beverage industry with extensive market research, strategic guidance and an exciting visual brand identity. From there, the 29 Design Studio created a messaging strategy and our website, and we continue to work together on marketing projects for Geneva Made including fostering effective media relations.  I am very grateful to have had 29 Design Studio in our corner to help us in the successful launch of this initiative. Sage Gerling, City Manager, City of Geneva

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