ALAMO AREA COUNCIL OF GOVERNMENTS
Government Branding | Website Redesign
project background
The Alamo Area Council of Governments (AACOG) is a voluntary association of local governments serving 13 counties in and around San Antonio, Texas. Through a broad network of programs, AACOG serves its members through planning, information and coordination activities, providing health and human services to older adults, low-income individuals, veterans and persons with intellectual and developmental disabilities. Every day, the organization works to enhance quality of life across the region. AACOG came to Robot Creative with a clear directive from their Executive Director: the organization’s brand no longer reflected who they were or who they served. The logo felt dated, the website was difficult to navigate, and the overall look of the organization was failing to connect with the very communities it existed to help. They needed a full brand refresh covering identity, digital presence and printed materials, and they needed it done right.
the challenge
AACOG faced a challenge that many government and public-sector organizations know well: a brand that had quietly stopped working and didn’t reflect everyone it served. Their existing traditional, visually cold government seal logo focused on San Antonio and Bexar County, leaving representatives from AACOG’s other 12 member counties feeling invisible. Stakeholder interviews shared that the people they serve — the seniors, veterans and individuals with disabilities they work hardest for — found the brand intimidating. The website compounded the problem. The navigation made critical program information unnecessarily difficult to find and content was not organized around the people who needed it.
The goal was clear: create a government branding system that felt human, welcoming and equitable.
our approach
audience research and persona development
Before touching a single design element, ROBOT conducted deep audience research to map who AACOG truly serves. Three primary consumer groups emerged: seniors and aging adults, individuals with intellectual and developmental disabilities (IDD) and military and veteran families, along with a distinct audience of county officials and government stakeholders. Understanding the distinct needs and pain points of each group became the foundation of every decision that followed.
competitive analysis and brand positioning
ROBOT analyzed peer Council of Governments (COG) organizations in other Texas markets and benchmarked against nonprofit organizations serving similar underserved communities. The analysis revealed a clear opportunity: most COG brands leaned hard into government formality. AACOG had the chance to lead with humanity and stand apart by doing so.
logo development
The new logo was built around two mandates: vibrance and equity. ROBOT replaced the old two-color logo with a bold, modern mark using thirteen distinct colors, one for each county AACOG serves. Every community is represented in the visual identity. The result is a logo that is not just more appealing to look at, but more meaningful to everyone it represents.
collateral design
With the new brand system established, ROBOT extended it across AACOG’s full suite of print materials. Retractable banners were redesigned to spotlight each audience group with mission-driven messaging. Rack cards and brochures for individual assistance programs were reformatted using the brand’s color coding and graphic arch motif, consistent, readable and visually connected to the new identity.
website redesign
The website redesign started with a structural rethinking of how users move through the site. The new homepage leads with three clear self-selection buttons, Senior/Aging, IDD and Military, so that every visitor can immediately identify their path and find the information relevant to them. The main navigation was rebuilt with the same logic: the first two menu items are organized around consumer audiences and programs; the third is dedicated to government and county-level information.
ROBOT eliminated the multi-layer navigation structure entirely, replacing it with a consistent page format across all program and audience content. Color blocking, curved graphic elements pulled from the logo and a significantly expanded use of photography transformed the site’s visual tone from institutional to welcoming. The public sector website design reflects the same warmth and clarity that AACOG delivers in person.
collateral design
With the new brand system established, ROBOT extended it across AACOG’s full suite of print materials. Retractable banners were redesigned to spotlight each audience group with mission-driven messaging. Rack cards and brochures for individual assistance programs were reformatted using the brand’s color coding and graphic arch motif, consistent, readable and visually connected to the new identity.
“The updated brand was very well received. The launch event brought together representatives from all the counties we serve, and the feedback was overwhelmingly positive.”
results
AACOG officially unveiled the new brand at an internal launch event attended by representatives from all thirteen counties, program leaders and key stakeholders. The reception was overwhelmingly positive. The launch event itself served as a signal: this was not just a visual update. It was a reset of how AACOG shows up for its communities.
New Logo Unites the Network
The new logo was embraced across the full AACOG network, including county representatives who had previously felt underrepresented by the old mark.
Navigation Improves User Access
The website’s audience-first navigation dramatically simplified the experience for seniors, veterans and IDD individuals seeking program information.
Unified Design Builds Credibility
A consistent visual and messaging system was established across print collateral for the first time, giving every program a cohesive, professional presence.
results
AACOG officially unveiled the new brand at an internal launch event attended by representatives from all thirteen counties, program leaders and key stakeholders. The reception was overwhelmingly positive.
The launch event itself served as a signal: this was not just a visual update. It was a reset of how AACOG shows up for its communities.
New Logo Unites the Network
The new logo was embraced across the full AACOG network, including county representatives who had previously felt underrepresented by the old mark.
Navigation Improves User Access
The website’s audience-first navigation dramatically simplified the experience for seniors, veterans and IDD individuals seeking program information.
Unified Design Builds Credibility
A consistent visual and messaging system was established across print collateral for the first time, giving every program a cohesive, professional presence.