Dummy Case Study

w2 communications loudoun chamber brand redesign web design development website



  • >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



  • 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  • Update outdated tagline “Be a Part of It”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


  • 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

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