A Bold Visual Identity for a Brave New Era
BRANDING | EMAIL MARKETING | PRINT DESIGN
A clear and bold heading
GRCC wanted their visual identity to communicate what they do for Rockford — lead business growth.
A new look that says grit + optimism
The Greater Rockford Chamber of Commerce is the region’s largest, most influential business network. With a rich history (it’s been around since 1910!), a strategic mission to lead business growth, and fresh energy after a recent merger, GRCC needed a vibrant visual identity worthy of its next era.
The GRCC team wanted their new brand identity to reflect both the industrial history and forward momentum of the region. They wanted to communicate practicality, grit, innovation, resilience, and optimism. As proud Rockfordians ourselves, we knew exactly what they meant.
A clear and bold heading
Working through a collaborative, iterative creative concepting process, we partnered with the GRCC team to understand their vision and translate it into a bold new visual identity.
G is for growth
Our discovery process for GRCC involved stakeholder interviews, a facilitated discussion with the Board of Directors, and a visual identity workshop, which we used to understand where the organization was coming from — and where it hoped to go.
We presented multiple black-and-white concepts, and the GRCC team narrowed it down to their top three, which we developed further to show color logos and implementation. From the top three, one was a clear winner.
The weight of this tightly interlocked monogram conveys leadership and confidence, projecting a strong, unapologetic presence that aligns with an organization stepping into a new era of clarity and purpose. The “G” stands not only for greater but also for growth. Crafted negative space creates a pathway, symbolizing guided progress and reflecting GRCC’s function as a central connector within the regional economic ecosystem. This pathway resolves into a subtle upward arrow, reinforcing momentum and economic advancement.
Leading business growth in the real world
Once the visual identity was solidified, we got to work helping GRCC apply it across all their applications, including their monthly print newsletter, the VOICE, and their weekly email newsletter, which we rebranded GRCC Connect. Applications included everything from a new PowerPoint template and business cards to stationery, sales collateral, and window graphics.
During our initial conversation with the GRCC Board, one board member commented that the new logo would need to be cool enough that she’d want to wear it on a t-shirt. We threw out that we might shoot for ‘cool enough for a tattoo.’ To celebrate the rollout, we had temporary tattoos made for the team. Turns out, the new logo looks great as a tattoo and on apparel.
Mike Wilson
Trekk CCO