Allen & Gerritsen Introduces New Brand Strategy for Greater Boston Chamber of Commerce
The new brand strategy helps to reposition the 103-year-old institution as a forward-thinking, innovative organization while better reflecting the vibrancy and diversity of Boston’s business community.
Today, Allen & Gerritsen (A&G) and the Greater Boston Chamber of Commerce (GBCC) revealed the new brand strategy for the independent, non-profit organization whose purpose is to make Greater Boston a best-in-class region for businesses and individuals alike to thrive. The new brand strategy helps to reposition the 103-year-old institution as a forward-thinking, innovative organization while better reflecting the vibrancy and diversity of Boston’s business community.
The GBCC initially approached A&G to overhaul its digital and social media strategy in an effort to drive greater awareness of its offerings and ultimately boost membership. The agency, however, saw the opportunity for the GBCC to significantly amplify its efforts to reach new members and better serve existing ones through modernized branding and an enhanced, responsive online presence. The campaign elements include a new logo and overall brand identity, updated messaging, a mobile-friendly website, social media templates and other online and offline elements. The branding and user experience both center on the concept of “Rise Together,” drawing from the insight that economic success and positive business impact can best be achieved through harnessing the collective strength of the GBCC and its 1,500-plus company and individual members.
The GBCC is committed to providing personalized service for each of its members, and the new website reflects this dedication. A key feature on the homepage allow users to select the types of opportunities they’re seeking so the GBCC can deliver events, news and insights that best match visitors’ specific needs. The new site also offers augmented member-centric content, such as testimonials and thought leadership pieces, and improved navigation, including responsive design for mobile and tablet use.
“We are constantly working to keep pace with the changing nature of business and economics in Boston,” said James E. Rooney, President & CEO at GBCC. “Our new website and the more comprehensive brand refresh are so exciting because they bring to life our focus on innovation. As our members are aware: we’re not your grandfather’s chamber. We’re believe our new website will make our content, events and tools even more accessible to a much broader range of businesses in the community.
“We were so thrilled with the branding work conducted by A&G that we provided it as inspiration to the architects working on our new office design; this integration will ensure our digital and physical properties are rooted in the same principles.”
“As a longtime member company, we’re so excited to partner with the Chamber on this initiative,” said Andrew Graff, CEO of A&G. “I’ve seen firsthand the positive impact the Chamber has on businesses, and the new brand identity and personalized user experience will undoubtedly help the organization to continue its incredibly successful track record by better connecting with current members while attracting new businesses and individuals.”
About the Greater Boston Chamber of Commerce
The Greater Boston Chamber of Commerce is an independent, non-profit organization that is the convener, voice and advocate of our diverse and collaborative membership who drive the region’s success. We are committed to making Greater Boston the best place for businesses and individuals to thrive by convening the business community to connect and collaborate; shaping public policy with researched-based advocacy; and providing unique leadership programs that promote personal and organizational growth.