In 2021, the American Rescue Plan Act (ARPA) provided $350 billion in direct aid to cities and states to support COVID-19 recovery. The City of Albany received $25 million and started a campaign that encouraged local organizations and businesses to apply for funding.
Ruth&Co. developed the campaign name ‘Albany for All’ and the tagline ‘Powered by Pride and Potential.’ The city used the branding in all campaign materials. Businesses and organizations that received funding also used the brand to show their pride in contributing to Albany’s growth.
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Ruth Sadinsky
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Albany For All
Brand Identity, for the American Rescue Plan Funding for the City of Albany
