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The nation's small restaurant, bar and tavern operators are organized under the banner of the National Licensed Beverage Association (NLBA). State organizations are franchised under their respective state names. It's a cumbersome designation, based on regulatory jargon and reflects none of its members' business qualities. Over time, membership dropped off or was lost to competing trade groups, such as the Restaurant Association. |
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sgwcreative was called in to help put the association back on its feet. The sgwcreative team used its networking resources to obtain seed funding from major distributors and manufacturers in the hospitality industry to develop a membership recruitment package. At the heart of our approach to reviving the group was a complete re-design of its identity, based on a thorough analysis of the groups goals, strengths and weaknesses. |
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The organization re-emerged as "Hospitality Partners" of Washington, with an up-to-date, exciting graphic identity that truly reflects the food, fun, recreation and service aspects of this association. Following this initial effort, the group stood at over four-hundred members—and growing—was solvent, and embarked on a new set of activities to re-assert its political standing.
The National Licensed Beverage Association is contemplating updating its identity as well, based on the Washington State experience.
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