Two-Year Rebranding Project
AMA’s oldest chapter creates new identity to better reflect status as Midwest’s premier marketing association
Chicago – April 8, 2014 – The Chicago chapter of the American Marketing Association today announced the completion of a two-year rebranding project designed to better reflect today’s marketing landscape and Chicago AMA (http://chicagoama.org/)’
The project, coordinated by an elite team of top Chicago marketers, produced an entirely new identity and dynamic website for the 75-year-old, 1,100-member professional association.
“As one of the largest chapters of the AMA, it was important that we reconstruct our brand to truly showcase Chicago as a marketing powerhouse and represent the extraordinary caliber of our membership – from entry-level marketing professionals to leading corporate CMOs,” said Darcy Schuller, president elect of the Chicago AMA and leader of the project. “We wanted the emphasis of our new identity to be on our connectedness, our diverse audience, and the strong heritage of marketing in Chicago.”
The first phase of the project, executed by the Chicago AMA leadership team, included extensive research studies and surveys to provide insight into how the chapter was perceived and how it could improve, ultimately leading to a new value proposition and messaging.
The second phase, coordinated by Chicago-based experiential marketing firm All Terrain (http://www.allterrain.net/
“Whatever we created needed to last long term, meaning that it couldn’t be trendy or dated, and it needed to work across multiple platforms, especially on the digital side,” said Eric Mortensen, creative director for All Terrain. “We wanted to make sure we were systematic and avoided design clichés. The end result was something we were quite pleased with.”
Following the new identity development, the Chicago AMA also launched an entirely new, dynamic website (http://chicagoama.org/
“The end result of this large-scale project is really quite special,” Ms. Schuller said. “Our value proposition really speaks to where we provide value to the marketing community. Our supporting messages convey the true strengths of our organization, and our new logo is a bright, colorful, dynamic representation of who we are.”
About Chicago AMA
For over 75 years the Chicago AMA has served Chicago’s vital business community plus area colleges & universities through a wide range of benefits & services for marketers. With more than 1,100 members, it is the oldest and largest chapter of the American Marketing Association. Chicago AMA is a 501(c)(3) nonprofit organization supported by over 100 volunteers annually. Their BrandSmart Conference has been the Midwest’s leading forum on branding thought leadership for the last 10 years and is attended by 250 senior level marketers eager to learn about best practices and leading edge marketing from industry experts. Additional information on the Chicago AMA is available at http://chicagoama.org.
Scott Phillips + Associates
Scott Phillips + Associates