Founded in 1913, The Naperville Area Chamber of Commerce (NACC) is the largest suburban Chamber in Illinois. Poised to build off its exceptional reputation, we modernized the Chamber brand to reflect its progressive brand values and created a cohesive message that connected its many programs. events and committees, now and in the future.
To remain relevant to the community and members, build cohesion around the programming and events produced by the Chamber, and to update its brand image to reflect momentum, growth and progressive thinking. Our business strategy established the foundation for the rebrand.
We interviewed 1,400 members via an online survey, 10 executives, staff, and community leaders, and researched 4 competing chambers and associations. Then, topline messaging was created, which involved: Brand Essence, Brand Positioning Statement, Brand Story, Brand Personality, Functional Benefits, Emotional Benefits, Mission Statement, Vision Statement, Elevator Pitch, and a Tagline. Next came visual identity and that consisted of: Logo, Brand Architecture, Color Palette, Typography, a Pattern Library, Photo Style Library, Stationary, and Marketing Templates.
They focused on their benefits list, not their story. It sounded ‘corporate neutral’, and appeared outdated.
We took a stronger, loftier point of view, that was more bold and aspirational. We took a leadership stance, appealed to a wider audience, and sounded more human. It now matches their TRUE PERSONALITY and sounds like this…
IN THE KNOW. COLLABORATIVE. PROGRESSIVE. SINCERE. LEADER.
Our voice is now more confident, reflects our brand attributes, and is more thoughtful of our members’ needs.