Branding the Region
From July 2006
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More and more local public institutions and other organizations are recognizing the need to appeal to a design-savvy audience when representing the region. For public institutions, rebranding can signify they are staying in step with the world around them.
“Public institutions are just catching up to what private corporations have been doing for years,” says Steve
Mehallo, graphic designer and president of the Sacramento Art Directors and Artists Club.
Best Face Forward
Motivated by a desire to keep pace with growth, better serve members, and communicate mission and values to target audiences, many organizations have recently updated their websites and/or created new logos, taglines and positioning statements. Among them are the Sacramento Area Commerce and Trade Organization and the California Chamber of Commerce. Amtrak California, the Elk Grove Chamber of Commerce and the cities of Roseville and Rancho Cordova are also undergoing rebranding efforts.
Blue River Interactive Group is a Sacramento design firm hired to redesign websites for the California Chamber of Commerce. Still in the midst of the process, Blue River has redesigned the chamber’s product-delivery site and human resources site, as well as making the sites easier to update and to manage the back-end database functions. Along the way, Blue River CEO Malcolm O’Keeffe could have hit many road blocks. Yet, says principal Ryan Thompson, the chamber was “remarkably forward thinking. This is a 100-year-old organization, but the people we were dealing with are hip to marketing and understand the need for change.”
When the Sacramento Convention and Visitors Bureau decided to do a revamp, it put the problem in the hands of John Chua, president of Digital Gear in Sacramento. Chua’s primary objective was to create an emotional impression that would engage the visitor. But first he had to know who the visitor was.
“We spent a lot of time defining who the visitors were going to be and made sure we had content that addressed those needs,” says Chua. “We focused on interesting content, making it relevant, up-to-date, eye-catching and interest-grabbing.”
Continued...
“Public institutions are just catching up to what private corporations have been doing for years,” says Steve
Mehallo, graphic designer and president of the Sacramento Art Directors and Artists Club.
Best Face Forward
Motivated by a desire to keep pace with growth, better serve members, and communicate mission and values to target audiences, many organizations have recently updated their websites and/or created new logos, taglines and positioning statements. Among them are the Sacramento Area Commerce and Trade Organization and the California Chamber of Commerce. Amtrak California, the Elk Grove Chamber of Commerce and the cities of Roseville and Rancho Cordova are also undergoing rebranding efforts.
Blue River Interactive Group is a Sacramento design firm hired to redesign websites for the California Chamber of Commerce. Still in the midst of the process, Blue River has redesigned the chamber’s product-delivery site and human resources site, as well as making the sites easier to update and to manage the back-end database functions. Along the way, Blue River CEO Malcolm O’Keeffe could have hit many road blocks. Yet, says principal Ryan Thompson, the chamber was “remarkably forward thinking. This is a 100-year-old organization, but the people we were dealing with are hip to marketing and understand the need for change.”
When the Sacramento Convention and Visitors Bureau decided to do a revamp, it put the problem in the hands of John Chua, president of Digital Gear in Sacramento. Chua’s primary objective was to create an emotional impression that would engage the visitor. But first he had to know who the visitor was.
“We spent a lot of time defining who the visitors were going to be and made sure we had content that addressed those needs,” says Chua. “We focused on interesting content, making it relevant, up-to-date, eye-catching and interest-grabbing.”
Continued...
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