The Loudoun Chamber, one of Northern Virginia’s largest Chambers of Commerce, engaged the professionals at W2 Communications to perform a comprehensive brand refresh and website redesign to coincide with their 50th anniversary celebration.
Customer
>1,200 members making it one of the largest chambers in Northern Virginia
2018 marked 50th anniversary
Over 100 yearly events plus several “signature” events
Wide array of members from small business to large enterprise
High tech eastern half of county with rural businesses in the west
Challenge
Needed brand refresh and new website to escalate brand promise and reflect growing membership and convey prosperity
Update outdated tagline “Be a Part of It”
Create flexible logo that could be adapted to different initiatives
Reflect the importance of “we are one Loudoun” even though we have very diverse communities from east to west
Journey
Focus groups consisting of key stakeholders e.g. board members, staff, members across diverse business sizes
Market research
Competitive analysis
Online survey of initial logo concepts across diverse representation
Over 30 logo concepts explored
Web design visual specs and back-end functionality analysis resulting in extensive code customization
Solution
Tagline updated to “Be More. Together” to reflect the value proposition of chamber membership, while conveying east & west businesses complement each other
“Links” logo concept with 50th anniversary variations
Mobile responsive highly customized WordPress website solution with third-party Chamber Master integration
Implementation
Chamber adapts brand identity for signature events and other marketing initiatives through color changes
Staff training has enabled much more self-reliance and reduction in content time-to-market
Delivered on stated goals of more mobile-centric experiences to enhance usability
Delivered on insights gained from website usability testing
Results
Chamber branding has wider appeal to both members and non-members resulting in more positive brand perception
Membership retention has increased significantly with many members indicating they are “proud to be Chamber members” since the launch of the new brand
Web maintenance costs reduced significantly
Contact Us
The professionals at W2 Communications welcome the opportunity to learn more about your project and discuss the many ways we can help you succeed.
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