SHOWCASING THE ENERGY AND DEDICATION OF A MONTANA BUSINESS POWERHOUSE
Branding a pillar of the Montana business community.
The Montana Chamber of Commerce has acted as the voice of business in the Treasure State for more than 85 years. Through the decades, their mission hasn’t wavered: to create and sustain an optimal business climate. When business thrives, Montana thrives.
The Chamber’s dedication wasn’t to be questioned. Their members knew who they were and what they did. But anyone outside the Chamber community did not. We developed a brand that showed the energy and support that the chamber delivers to all Montanans.
MONTANA CHAMBER OF COMMERCE
Bridging “The Brand Gap”.
When the Montana Chamber approached AMS, we could see they were strong in their beliefs and vision for Montana’s economy. The big hurdle in the Chamber’s case was “The Brand Gap”. They needed to let the business community and State know that they are the top representative of business interests at the Capitol. In fact, the Chamber’s communication of who they were was so hidden that they were often mistaken for a travel and tourism chamber.
Scope of Project
- Brand Exploration
- Brand Strategy and Positioning
- Brand Identity (logos, colors, fonts, etc.)
- Business Collateral
- Website Design and Development
“We worked with AMS on a major rebranding and website redesign. We needed help informing people about what we do and why it matters. They helped us find our story and tell it to the state of Montana and beyond. There is nothing AMS can’t handle. No matter what new information arose during the process, they adapted and found solutions right away. True to their name, AMS finds solutions for clients. They certainly did for us.”
- Nate Kavanagh , Montana Chamber of Commerce
The brand gap defined our goal. We needed to communicate the power of the Chamber and show how the chamber affects the state business environment. In doing this, we strove to eliminate confusion about what the Chamber does.
The perception of the Chamber didn’t match the reality of what they do. The misperceptions ranged from thinking the Chamber was a tourism chamber to thinking they were a bunch of old guys that only cared about big business.
The new brand elements and imagery made the Chamber more appealing and contemporary. We retooled every touchpoint with a focus on business and governmental action. Streamlined online content created a more user-friendly experience and encouraged new memberships.