Case Study

The American Marketing Association, D.C. Chapter

AMADC is connected. AMADC is committed. AMADC is advanced. As of 2017, the Washington, D.C. chapter holds the title of third largest membership of the American Marketing Association’s 79 total professional chapters with members representing more than 400 organizations.

To keep pace with the ever-evolving marketing industry, AMADC sought the design services of Bates Creative to conceptualize and create a new visual brand identity for AMADC to mirror the prestige of its membership and forward-thinking positioning of the chapter. The branding overhaul features a redesigned logo for the chapter and a fresh branding identity for its newly launched sub-brands, responsive email and newsletter templates, communication and event collateral and a modern, responsive website.


  • Logo / Identity Design
  • Brand Strategy
  • Brand Guidelines
  • Collateral Development
  • Content Strategy
  • Digital Discovery and Strategy
  • Website Design and Development
  • Digital Advertisements
  • Email Templates

Bates Creative, AMADC’s agency of record, led the creative efforts of the rebrand with brand messaging partner The Gigawatt Group and website development partner Unleashed Technologies.


AMADC took the strategic step to transform its hallmarked reputation for excellence in a more compelling way. Before AMADC’s visual identity could be designed, the tone needed to be established.

The Gigawatt Group led brand messaging strategy efforts, incorporating their proprietary brand science process for AMADC by establishing its four personality traits: smart, refined, personal and inclusive.

In addition, Gigawatt led a naming process for the chapter’s three new sub-brands: the CMO Leadership Circle, The District Current and the Advanced Marketing Academy.


Bates Creative redesigned AMADC’s logo to champion the organization’s goal of connecting a dynamic membership by nodding to its locational roots. The overall design was created with a D.C.-focused approach to mirror both the prestige of our nation’s capital as well as the confident AMADC brand voice.

The AMADC identity now encompasses three sub-brands that are associated with the various needs of three distinct groups in AMADC’s overall membership.

The CMO Leadership Circle is an exclusive sub-brand for CMOs in the Greater Washington Metropolitan area. Bates Creative designed the mark with three circles coming together to form one inner circle of a specialized group of CMOs—an elite sector of AMA for the highest level of marketing executives. The logo is branded with a gold and grey color palette to represent the gold standard of marketing leadership.

The Advanced Marketing Academy is a professional certification program for those looking to expand their professional development. Bates Creative designed the logo with the “M” decorated with tassels signifying the graduated growth of one’s career development.

At the center of D.C.’s marketing scene is the young professional segment of AMADC, the District Current. The modern appropriation of a hashtag for this logo was selected to exemplify how the mark identifies messages on specific or trending topics happening globally. The red and blue color palette is bright and bold—both character traits of members in this group.


AMADC’s new brand system expands its membership reach by influencing the style and content strategy of its email and newsletter templates. The new email and newsletter templates breathe fresh content strategy into responsive experiences that Bates Creative designed, developed and trained the AMADC volunteer staff on how to populate.

AMADC’s redesigned website offers a robust hub of resources inclusive of all AMADC-related information, news updates, events, career opportunities and more. Its simplified navigation is driven by the website’s responsively designed layout for members and new visitors to access information wherever they are on any device.

Bates Creative mapped the website’s new content strategy to ensure that visitors will find the information that’s important to them in an easily navigable way. The bold color palette, typographic elements and DC-centric imagery bring a fresh and modern approach to the chapter’s website. Following completion of the new design, Bates Creative and AMADC partnered with Unleashed Technologies for their website development and Drupal expertise. Unleashed worked with AMADC to upgrade its website from Drupal 6 to the Drupal 8 platform, enabling AMADC to offer the best functionality and user experience for members.


AMADC’s transformational identity and brand messaging brings a fresh perspective to the DC marketing scene. Today, AMADC members are provided with a streamlined organization designed to suit their unique needs.

In working with Bates Creative, we worked to ensure that the brand effort was more than just recreating an identity – our new identity will serve to inform a new platform that will feature a range of highly relevant and valuable experiences for our members that we believe will improve engagement and make clear the value of membership.

Michael Gardner, Immediate Past President