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Branding and Identity

Challenge – The DC Chapter of the American Marketing Association (AMADC) has risen to be the fourth largest professional chapter of the AMA in the country with more than 800 members representing over 400 organizations in the corporate, media, government, association and nonprofit sectors. To keep momentum with this success and to grow with its members in the marketing community, the AMADC Board of Directors sought to advance its brand by reflecting the prestige of the membership and forward-thinking positioning of the organization. AMADC was challenged with rebranding its chapter to reflect and encompass the diverse needs of all members no matter where they are in their career cycle.

Solution – To keep pace with the ever-evolving marketing industry, AMADC tapped the design services of Bates Creative to lead the rebrand of the chapter. Bates partnered with The Gigawatt Group for its brand messaging strategy and naming services. Together, Bates and Gigawatt formulated an evolved voice and new brand identity for AMADC. After creative deliberation, the overall brand was created with a DC-focused approach to mirror both the stature of our nation’s capital as well as the confident AMADC brand voice Gigawatt established. The redesigned AMADC logo champions the organization’s goal of connecting a dynamic membership by nodding to its locational roots. AMADC took the strategic step in also developing three sub-brands within the organization to cater to the needs of its audience and to attract new membership. These three sub-brands—The Advanced Marketing Academy, CMO Leadership Circle and District Current—demonstrate AMADC’s expansive services and opportunities at the core of its member segments. The all-encompassing AMADC rebrand features redesigned logos for the chapter and its sub-brands, responsive email and newsletter templates, communication pieces, event collateral and a responsive website scheduled to launch in coming months. AMADC now embodies a brand identity that matches its esteemed membership and positioning as the primary marketing organization of the Greater Washington Metropolitan area. For more details and information on the design process for the AMADC rebrand, check out our in-depth case study.

Download our How to Build a Winning Brand guide for key insights into how to develop a strong and sustainable brand for your organization. You’ll learn:

  • 6 branding best practices
  • 5 things the best brands do to stay competitive
  • 6 questions to ask yourself that could signal a rebrand

Download Branding Guide

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