Brand Strategy
Our first task was heavy, but inspiring - rebrand the chamber while keeping roots of the old and signaling to new vision. We began our work with taking on national assessment and research of other similar sized or similar geographical chambers. What was working for them? What trends did we notice? What was disruptive? What kind of ideas and inspiration could we find? And what did Bentonville need? After several weeks of study, we compiled a thoughtful and thorough brand strategy deck and presented to the chamber leadership to help guide them towards some new branding styles and messaging themes. Our ideas and concepts were welcomed fully, so we hit the ground running on concepting, design, and polishing!
Brand Design
Our next step was taking the ideas we presented and fully flushing them out. We were inspired by a few things native to Bentonville: trails, rolling hills, forests and pastures, entrepreneurship, a booming retail economy, a thriving community, and people planting new roots from all over the world daily. We were also deeply influenced to take a more regal and sophisticated approach while marrying a younger and livelier brand: a vibrant and yet luxurious color palate (lime green and dark green), modern fonts, and simpler approach to a brand logo using a singular "b" for Bentonville. The chamber leadership was quickly a fan! Once we adopted our entire new branding approach, we then moved on to rebrand the other sub-brand logos for events and other initiatives such as The WalStreet Speaker Series, Build Bentonville, After Hours Networking, Bentonville Women's Assemble and Business Conference, State of the Chamber, Bike and Brew, and The Bentonville Small Business Summit.
Messaging & Programing
In addition to brand strategy and design, our team had a blast getting to work with Brandom Gengelbach on fresh messaging and programing. We quickly aligned to a Storybrand model approach with helping the chamber approach communication from more of a helpful guide position. We also worked to redesign the chamber event brochures, sponsorship guide, and additional member materials. A few of the statements that came from our work: "Building Tomorrow, Today" and "Tomorrow's Leaders... They're Already Here."
Film & Production
As the cherry on top, our team was also fortunate to help the chamber deliver their new rebranding at their State of the Chamber luncheon - a critical event where the chamber gives their yearly update on the economy, the state of the city, and recognizes core leaders for their contributions to the Bentonville business community. To rally the members and attendees, we partnered with the chamber to produce a series of videos.
Video 1: Building Tomorrow, Today
Our first video concept was built on the idea of telling the story of tomorrow's leaders through the visuals of children. From a lemonade stand, to a children's classroom, to a make-believe city with roads, we wanted to convey the message that the chamber members are making decisions that impact the leaders of tomorrow - a powerful message that really hit home. Our scenes were shot from a local studio, filmed on our RED V-Raptor in 8K, and colored in house by the Revival team. The magic touch was our scripted voiceover with simple and yet direct messaging.
Video 2: A Walk and Talk with the Chamber
Our second video was meant to help re-deliver the Bentonville Area Chamber of Commerce's mission and message: helping businesses thrive, advocating for positive change, providing examples to help members connect, collaborating with community leaders, investing in economic development, providing education, helping the community find purpose and meaning. The energy of the video was driven to convey hope, movement, and community fully alive and working together. From filming city leaders like the mayor or local developers and businessmen, we captured visuals with the landmarks of Bentonville in the background. The final result, an evergreen video that the chamber can use for a long time!
Video 3: A Powerful Rebrand
Our last video concept was meant to be a "badass logo reveal." From catchy music to really fun animation, we envisioned a 30-second logo reveal for the new chamber brand as well as all of the sub brands at the State of the Chamber lunch. A powerful and yet playful way to re-introduce the chamber to members with their new look and feel.
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