Founded in 1969, the Howard County Chamber of Commerce is a private 501 (c)(3) nonprofit organization boasting more than 700 member organizations, including companies of all sizes – from sole proprietors to international firms – and approximately 170,000 employees.
The Chamber’s mission is to provide the Howard County business community with advocacy, access to timely information, and networking opportunities with business leaders and political decision makers.
In 2016, the Chamber launched its three-year roadmap for the future, “Vision for 2020.” Fueled by a new staff and a desire to put members first, this strategic effort would focus on four key areas: membership, recruitment, retention, and engagement.
To achieve this vision, the Chamber knew it must set out to eliminate confusion in its messaging and bolster its appeal to young professionals. A complete brand redux and website redesign were immediately called for.
IMPACT heeded that call.
The Chamber’s brand had seen few changes over the course of 25 years. A “clasped hand” logo, though well-respected and recognizable, was beginning to show its age.
More importantly, the organization’s specialized programs – the government contracting network, GovConnects, and its Young Professionals Network – each had distinctive logos that were not immediately identifiable as Chamber offshoots. Our team designed new, integrated logos for all three entities, heightening the programs’ connection to the Chamber and eliminating confusion.
At the same time, we developed a new tagline for the Chamber to perfectly summarize the organization’s driving forces: “People. Policy. Prosperity.”
The Chamber’s original website dated back to 2005, with an initial redesign in 2013. Navigation was limited, and narrow columns densely populated with information made the site difficult to read and information hard to find. IMPACT overhauled the site with an updated mobile-friendly layout and appearance. This newly revamped resource allows members and new visitors, alike, to learn more about the Chamber, view upcoming network events, and search for Howard County businesses and their services.
The new look and feel for the Chamber brand also extended to a wide array of collateral materials, including everything from envelopes and business cards to pop-up banners, revamped social media graphics, and a comprehensive tri-fold brochure.
Thanks to a revitalized, user-friendly web presence and a clearly defined brand, the Howard County Chamber of Commerce is on the right path to realizing its ideal “Vision for 2020.”