• Food
  • Beverage
  • Tourism/Destination


  • Brand Development
  • Website Design
  • Brand Strategy
  • Public Relations

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. They had an initiative and an idea – but now they needed a brand to package it in.

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, New York’s Home of Food & Beverage Innovation as the name and tagline, 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 engaged local media to announce the initiative in November 2021 followed by a larger announcement to regional press in December 2021 and finally, a national media outreach in January 2022. The release was picked up by 318 outlets resulting in a 27% click-through rate and a 126% increase in website visits.

Geneva Made branding website


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. It has also won a Gold Pinnacle award in the Rochester Pinnacle Awards and was recognized by the 2022 Communicator Awards.

Essential in helping the City of Geneva

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 Agency 29 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 Agency 29 in our corner to help us in the successful launch of this initiative. Sage Gerling, City Manager, City of Geneva