Built For What’s Next In Arizona

The Challenge

The Nevada Department of Wildlife serves an incredibly broad audience — from experienced hunters purchasing licenses to families discovering Nevada’s outdoors for the first time. But its outdated website made it difficult for users to find the information they needed, while its digital audience skewed older and underrepresented Southern Nevada.

NDOW needed a digital experience that could make a complex organization easier to navigate, welcome new audiences into the outdoors, and better serve Nevadans across the state.

The Strategy & Work

We started with research. Through comprehensive auditing, user testing and audience analysis, The Abbi Agency identified the barriers standing between users and the information they came for. Those insights informed a complete redesign centered around intuitive navigation, engaging UX/UI and the different journeys visitors take through the site.

Designed around real people. Rather than forcing every visitor down the same path, the new experience accounted for vastly different needs and levels of familiarity — helping seasoned sportsmen get where they needed to go quickly while making hunting, fishing and outdoor recreation more approachable for beginners.

A clearer path to information. Streamlined navigation and a more intuitive information architecture made it easier for users to find high-priority resources, including hunting licenses and applications.

Built to broaden the audience. The redesign was intentionally developed to make NDOW more relevant and accessible to younger audiences and Southern Nevadans, expanding the department’s reach beyond its historically core users.

Proof It Worked

The redesigned website met all three of NDOW’s primary objectives. Average session duration climbed nearly 30% to 2:54, surpassing the 2:30 goal. Pages per session increased nearly 29% to 3.46, while bounce rate improved 17.4%. The site also saw significant growth among users ages 25-44, and post-launch reporting found that 8.9% of the Las Vegas population had visited the new website, exceeding NDOW’s 6% objective.

Users felt the difference, too: 53.8% of surveyed users said finding hunting license and application information was easy or very easy.

And the industry noticed. After earning Second Place in the Association for Conservation Information Awards in 2025, the NDOW website advanced to First Place in 2026.

Why This Matters For You

A great website looks better, but it also makes a complex organization easier to understand, expands who it can reach and helps people take action. NDOW shows how we combine research, UX strategy and thoughtful design to build digital experiences around the people who actually use them.

The Challenge

Nevada Health Link entered the 2026 plan year into the hardest market in years: a federal government shutdown, expiring enhanced premium tax credits, premiums projected to rise ~25% and the added complexity of new Battle Born State Plans. The share of uninsured Nevadans citing cost as the reason jumped to 70%, up from 53%. The easy outcome was a down year — Nevada Health Link needed a campaign that could cut through the noise and convert anxious shoppers into paying members by January 15.

The Strategy & Work

We ran a single, data-driven, statewide engine moving consumers through awareness → consideration → conversion, optimizing in real time as conditions shifted. Research from Marketing for Change (3,000+ Nevadans surveyed) guided targeting and messaging. One recognizable creative platform — built on Nevada Health Link's animated style and branded jingle — ran across paid social, video, CTV, radio, print, OOH, billboards and retargeting, with live A/B testing behind the strongest performers.

Reach with efficiency. Digital paid media drove 47M+ impressions, 478,814 clicks, a 1.02% CTR, and a $0.95 CPC, plus ~27M traditional impressions and $73K+ in negotiated added value.

A multicultural breakthrough. We launched several firsts in Nevada Health Link history: the first Spanish-language Facebook page (2,000+ followers, 10.8% engagement vs. a 3% industry average), the first bilingual branded radio segment and the first Telemundo TV phone-bank partnership — building durable infrastructure to reach communities the marketplace had long struggled to engage.

Earned media that steadied a chaotic news cycle. An education-first PR push generated 237 placements and 4.37M coverage views, getting ahead of the rate increase stories and steering shoppers toward free, trusted help.

Proof It Worked

The marketing didn't just reach people — it moved them. Customers who recalled the advertising rated Nevada Health Link 8.51/10 to recommend, vs. 8.04 among those who didn't. On the site, sessions rose 41%, application submissions 49%, and final-payment completions 30% year-over-year. Social engagement grew nearly 43×.

Why This Matters For You

This is the blueprint for what we do best: perform when conditions are hard, run true integration (not parallel channels), reach the audiences others miss, and tie marketing to outcomes that matter — payments and enrollments, proven with data.

The Challenge

When Google prepared to break ground on a new data center in Henderson, Nevada, the announcement came with a challenge. Public sentiment around the sizable state incentive package granted to the company had created a narrative that one of the world’s largest tech companies was benefiting at the expense of a state already strapped for resources.

Google needed to tell a fuller story about what its investment would mean for Nevada. But with a limited staff presence in the state, the company lacked the local media and stakeholder relationships needed to shift the conversation and build meaningful public support.

The Strategy & Work

The Abbi Agency knew changing the narrative would require more than a press release. It meant giving Nevada media, community leaders and stakeholders something meaningful to talk about — and getting that story into the right hands at exactly the right moment.

A strategic first impression. We embargoed the groundbreaking announcement with a trusted, nonpartisan statewide news outlet, giving the story a credible launch point before expanding outreach across Nevada.

A bigger story than a groundbreaking. During the event, Google unveiled the Google.org Impact Challenge Nevada: a $1 million competition supporting nonprofits working to create greater economic opportunity across the state. The surprise announcement transformed the conversation from what Google was receiving from Nevada to how it planned to invest in Nevada.

The right people in the room. Leveraging our statewide relationships, we brought together prominent elected officials, media outlets, community and business leaders, and nonprofit executives while coordinating interviews with key members of Google’s executive team.

Proof It Worked

The groundbreaking drew some of Nevada’s most prominent officials and media outlets, with Google noting that the turnout “could not have been done without The Abbi Agency’s help and clear knowledge of the state.”

Media relations generated 96 placements, including 50 broadcast stories, 37 online articles, seven radio stories and two print articles, along with more than 453 social shares.

More importantly, the event helped Google establish relationships extending well beyond groundbreaking day. The company later noted that connections created through the event sparked interest in exploring opportunities for an even larger presence in Nevada.

Why This Matters For You

Big announcements don’t happen in a vacuum. When public perception, local relationships and timing can determine how a story lands, knowing the community matters. Google shows how we combine statewide relationships, strategic storytelling and meaningful community engagement to turn a potentially difficult narrative into an opportunity to build trust.

In partnership with the Office of the Governor and New Mexico Marketing Center of Excellence, The Abbi Agency transformed Breaking Bad Habits from a campaign driven by paid advertising into an always-on public service movement. Through strategic earned media, community storytelling and youth engagement, TAA helped sustain momentum, broaden statewide reach and inspire New Mexicans to take action.

The Challenge

Breaking Bad Habits launched in 2024 with high-profile advertising featuring actors from Breaking Bad, generating strong initial awareness. But attention faded between advertising launches, leaving an opportunity to create sustained public engagement around the broader effort to combat litter and illegal dumping.

The challenge was to build an ongoing news cycle that reached every region of New Mexico — including rural and underserved communities — while finding authentic ways to engage families and young audiences through the affiliated #KeepLitterOut initiative.

The Strategy & Work

The strategic unlock was simple: turn the work already happening in communities into stories worth sharing.

Local action became statewide news. Cleanup events, volunteer milestones, statewide partnerships and environmental data created a steady drumbeat of earned media opportunities centered on community pride, collective responsibility and measurable impact.

Community voices carried the message. Local champions gave the campaign authentic voices from across New Mexico, helping a statewide initiative feel relevant at the community level while extending its reach beyond major population centers.

Young New Mexicans joined the conversation. Through the Land of Enchantment Young Ambassadors and #KeepLitterOut, TAA developed youth-authored thought leadership that positioned young people as credible advocates for environmental stewardship — and gave them a platform to call their communities to action.

Proof It Worked

In just 8 months, Breaking Bad Habits generated 104 earned media placements and 18 million estimated views, reaching all 11 New Mexico media markets. More than 1,000 New Mexicans signed the Keep New Mexico Beautiful pledge, while youth-authored op-eds secured 4 earned placements, exceeding the campaign goal of 3.

Breaking Bad Habits evolved into a community-driven statewide movement — one that continues to elevate local champions, youth leadership and collective action while keeping New Mexico’s shared environment at the center of the conversation.

Why This Matters For You

Awareness can be bought, but sustained attention must be earned. Breaking Bad Habits shows how strategic PR and community storytelling can extend the life of a paid campaign, turning a moment of attention into an ongoing movement people can actually see themselves in.

The Challenge

Livingston has never been short on character. Shaped by railroads and ranching, world-class trout streams, a rich artistic legacy and its place as a gateway to Yellowstone National Park, the city has a story unlike anywhere else in the West.

But as Livingston continued to attract new residents, visitors and investment, the city faced an important challenge: how could it embrace growth without losing the character that made people fall in love with it in the first place? Livingston needed a cohesive brand that could capture the many dimensions of the community while giving the city a distinct identity all its own.

The Strategy & Work

The Abbi Agency developed a place-based brand rooted in a deep understanding of Livingston — not simply how the city looks, but what it means to the people who call it home.

Foundations in what makes Livingston, Livingston. We drew from the city’s natural surroundings, railroad and ranching heritage, creative culture and strong sense of community to build an identity grounded in an authentic sense of place.

Built for past, present and future. Rather than treating Livingston’s history as something frozen in time, the brand created room for the city to evolve. It honored the character generations of residents had built while reflecting the vibrant, growing community Livingston is today.

One identity for a multifaceted place. The resulting brand brought Livingston’s natural, cultural and community characteristics together under one cohesive identity, creating a stronger foundation for communication, community engagement and the city’s continued growth.

Proof It Worked

For Livingston, success wasn’t a single campaign metric. It was creating a brand capable of holding the complexity of a beloved and evolving place.

The resulting identity gave the city a clearer, more cohesive way to tell its story — celebrating the qualities that distinguish Livingston while creating a flexible foundation for its future. Most importantly, it positioned Livingston not simply as a gateway to somewhere else, but as a community worthy of recognition in its own right.

Why This Matters For You

The strongest place brands are uncovered, with care and understanding. Livingston demonstrates how deep listening, thoughtful strategy and a genuine understanding of place can turn history, culture and community identity into a brand people recognize as their own.

The Challenge

Murrieta was already filled with the charm and warmth people were looking for. The real challenge was creating a more cohesive brand identity that could bring these qualities into sharper focus. This new unified direction had to balance flexibility and personality, all while giving Murrieta a stronger, more distinct presence in the crowded Southern California tourism landscape.

The Solution

At the heart of the refresh was one simple idea: relaxation should still feel fun. The Abbi Agency positioned Murrieta as a more relaxed side of Southern California, then built a visual and verbal identity around the warmth, energy and optimism of being in the sunshine.

A visual identity with heart. A sunny color palette, playful typography, Spanish-inspired details and natural photography gave Murrieta a distinctive look that felt joyful, welcoming and unmistakably Southern Californian.

A voice full of sunshine. Warm, relaxed and expressive messaging gave the destination a more human voice, anchored by an invitation that captured the entire brand in three simple words: Come find your shine.

A brand built to grow — and glow. We translated the refreshed identity into the Find Your Shine campaign, creating a cohesive platform that could move seamlessly across paid search, display, social and the destination’s digital experience.

Proof It Worked

Find Your Shine creative generated 3× the social engagement of previous assets, while paid media delivered more than 11.7 million impressions and 177,587 clicks. Google Search drove a 10.47% CTR — nearly four times the industry average — while Google Display generated 88,630 clicks at just $0.12 CPC, compared with a $0.63 industry average.

That stronger engagement continued onto the website. Average session duration increased by nearly one minute, the session-to-engaged-session conversion rate improved by five percentage points year-over-year, and landing-page-view conversion increased 1.25×.

Why This Matters For You

A brand refresh should sharpen what the destination stands for — and give every channel a stronger idea to work from. Explore Murrieta shows what happens when brand strategy, creative and paid media work as one system: a more distinctive destination and measurable proof that audiences noticed.

The Challenge

In Southern California, standing out is no small feat. Neighboring Oxnard is much larger and right on the coast. Thousand Oaks is an established destination. Nearby Simi Valley has a history steeped in notoriety from Ronald Reagan’s residency. Ventura is a world-class California Coast brand. It was time for Camarillo to step out of the shadow of its neighbors and own its own story. The Abbi Agency did that through a three-part video series. We chose three stories that displayed Camarillo’s vivid history, rich hospitality and bountiful agriculture.

The Strategy & Work

The Abbi Agency created Colors of Camarillo, a three-part video series built around authentic local stories that captured the destination’s history, hospitality and agricultural roots. Then we went beyond the videos, turning the campaign into an interactive world audiences could explore.

Three stories in full color. Camarillo’s White Horse Association, longtime Italian restaurant Ottavio’s and Gerry Ranch became the stars of cinematic films blending polished production with textured, nostalgic Super 8 footage.

Side quests encouraged. We hid miniature white horses throughout the videos and launched the Horse Hunt Giveaway, challenging viewers to watch closely, find each horse and submit its timestamp for a chance to win.

A world that traveled beyond the campaign. Custom frame-by-frame illustrations became GIFs available for visitors to use on Instagram, extending the colorful visual language of the campaign into audiences’ own social content.

Proof It Worked

With no paid media support, Colors of Camarillo generated more than 863,000 social video views and 34,616 YouTube views. The campaign landing page drove 425 outbound clicks from 1,278 visits, while the series earned a front-page story in the Camarillo Acorn.

But the clearest sign of engagement was time. Visitors spent an average of 9 minutes and 20 seconds on ColorsofCamarillo.com — demonstrating that when destination storytelling gives people something worth exploring, they’ll stick around for the story.

Why This Matters For You

Great storytelling doesn’t have to end when the video does. Colors of Camarillo shows how one strong creative idea can become an entire brand experience — expanding across video, web, social, interactive activations, illustration and earned media to turn passive viewers into active participants.

The Challenge

The Nevada Governor’s Office of Economic Development (GOED) represents a state known for growth, innovation and possibility. But its brand and digital presence weren’t telling the same story. Across GOED and its divisions — including the Nevada Film Office, Procurement Office and International Office — visual identities, messaging and digital experiences had become fragmented and inconsistent. GOED needed a cohesive system capable of bringing a complex organization together while strengthening Nevada’s ability to attract investment and compete nationally and globally.

The Strategy & Work

The Abbi Agency started by looking at the entire ecosystem. Through brand, website, SEO and user-experience audits, we identified where inconsistencies were creating friction — then built a unified identity and digital experience designed to work across GOED’s many audiences, divisions and needs.

One system, many identities. We modernized GOED’s visual identity and created a flexible logo system capable of extending across its sub-brands. A cohesive approach to color, typography, iconography, photography, videography and graphic design brought the organization together without erasing the distinct roles of its divisions.

A clearer digital front door. We completely redesigned GOED’s website around user needs and SEO best practices, streamlining navigation, improving accessibility and creating a more intuitive experience for businesses, investors and partners exploring opportunities in Nevada.

A shared language for Nevada’s story. A new Brand Messaging Map established GOED’s mission, vision, differentiators and brand pillars, while a comprehensive Brand Book translated the strategy into practical visual and verbal guidance teams could use every day.

Proof It Worked

For the first time, GOED’s divisions could operate within one cohesive visual and verbal framework, supported by a modern digital experience and clear standards for future communications. The Brand Book and Messaging Map gave teams the tools to maintain that consistency over time — creating a brand built not only for GOED as it exists today, but for the continued evolution of Nevada’s economic development efforts.

Why This Matters For You

Complex organizations need brands that create clarity without flattening what makes each part distinct. GOED demonstrates how strategy, identity, messaging and digital experience can work together to turn many moving pieces into one recognizable brand — and give teams the tools to carry it forward.