Since 1888the Greater Phoenix Chamber has strived to make the Valley of the Sun a better place to live, work and do business. The Greater Phoenix Chamber is the largest association of businesses in the state of Arizona, and one of the largest in the Southwestern United States, with more than 2,400 business members serving the Valley’s more than four million residents.

The Greater Phoenix Chamber accelerates business as a catalyst for growth and prosperity across the Phoenix Region. Functioning in a multi-capacity role as a business connector and champion, an economic and workforce developer, a foundation and a public policy advocate, the chamber connects, advocates, develops and strengthens the Valley of the Sun.

Today, the Chamber remains a strong pillar of the Greater Phoenix region and deserved an evolution that meets the needs of today’s business community. Learn how our team helped refresh this iconic brand to best serve our community.

Brand Positioning

Before beginning the redesign process, we sat down with the Chamber to discuss their individual goals and objectives for the evolution. The Chamber has never wavered from its original mission: to help area businesses succeed. Our team selected five objectives as guidance for the project.

A Visually Connected Logo

Keeping the Great Phoenix Chamber’s objectives in mind, our design team got to work creating a logo lockup. The main logo lockup consists of an upward pointing arrow symbolizing a focus on the future and the growth of businesses in Arizona. It is constructed of four pointed lines representing the four pillars of the Greater Phoenix Chamber: connect, advocate, develop and strengthen. The brand mark is designed with clean, strong typography which shows clear direction with a bold intent and purpose. The elements of the new identity and message launches the brand forward into an innovative age for the Phoenix community and its businesses.

Social and Online Presence, Sample Event Signage

Picking the Perfect Palette

Once the logo was created, a color scheme was determined. Overall, the brand’s palette is brighter to bring a sense of forward thinking and innovation. GPC Orange represents the bright future of Arizona businesses, and GPC blue balances the palette by bringing a sense of calmness and professionalism. GPC Dark Blue provides a sturdy foundation for the palette, much like the chamber’s effect on the community.

Photography & Video

Photography and video are a fundamental part of the brand as it reflects the opportunities and individuals at in the valley. As the Chamber is an organization of action. Photos and videos should reflect and tell this exciting story. Our guidelines for photography selection focused on positive connections between people, energy and people in the community actively working together to improve business and economic standing in Phoenix.

The Greater Phoenix Chamber has promoted Arizona as a fun-in-the-sun vacation destination and affordable place to work and raise a family for more than 131 years. Like the Valley of the Sun, the organization has come a long way. We look forward to maintaining bright vision and energy of the chamber through their new branding assets. Does your legacy brand need a modern refresh? Learn how our team can help elevate your rebranding campaign.

Since launching the new brand identity, the business has experienced significant successes and response with 205 new members.


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