Springfield Chamber to Roll Out New Brand in October
The Springfield Area Chamber of Commerce is a trusted resource known for opening doors and responsively, reliably, and resolutely advocating for business. With its rebranding efforts, the Springfield Chamber invites not only a new look for Springfield and its member businesses, but a new vision, as the city continues on its trajectory of growth and progress.
When the Chamber’s new website goes live this October, you will experience the vitality, dependability, and bold innovation that mirrors Springfield’s resurgent energy. The new website, with a more streamlined site map for cleaner navigation and a contemporary look – is only the beginning of the Chamber’s grand-scale rebranding effort that includes a bold new logo, clear messaging, updated digital outreach, signage, merchandise, and more.
“At the Springfield Chamber, we embrace change – knowing that only through being the change can you realize the change you envision. Our doors are open to the opportunity change brings, so it’s fitting that our brand embody all that we are, and all that we aspire to.”
– Vonnie Mikkelsen, President and CEO, Springfield Area Chamber of Commerce
Why now?
Brand position is a core strategic priority within the Chamber’s Vision 2030: Leading a Next Generation Chamber. Easily, the largest common theme unearthed through the comprehensive research and discovery process was that the Chamber’s public-facing persona was no longer keeping pace with its ability, creativity, and reliability as a promoter and protector of business interests and community health. Establishing a compelling brand identity that reflects its values, culture, and aspirations was essential to moving the vision forward.
Taking action
The Chamber contracted with local creative services company Turell Group on a comprehensive study that involved member and community stakeholder interviews and surveys; the results informed and guided the Chamber’s brand strategy goals. An ad hoc advisory comprised of a diverse group of dedicated member leaders and staff was convened to work through design and development. The objective – to deliver a distinct, invigorating, and contemporary brand identity that would disrupt conventional perceptions, define the Chamber’s value, and propel its vision forward.
What to Expect
The month of October is the ”reveal,” when the Chamber will incorporate the new brand into all digital, print, and social communications platforms. Local strategic brand design company Northwest Brand Designs was tapped to redesign the website, while in-house adjustments, like programmatical design changes and new merchandise, is being managed by staff. The annual Open House on October 24th at the Springfield Chamber Depot will mark the culmination of all of these efforts, with a brand-themed event celebrating the Chamber’s vision for the future.
What to expect during the October rollout:
- Newly designed and rebranded website goes live
- Rebranded Member Connect (weekly e-newsletter) delivered to members
- Promotional items and swag available for member drop-ins, giveaways, and more
- Joint Springfield-Eugene Greeters Breakfast table sponsor
- Chamber’s brand-themed Open House
- 2023 Magazine + Directory will be included with The Chronicle (10/31 issue) and delivered to regional Dari-Mart locations
