Red Deer & District Chamber of Commerce

Brand identity design, along with new marketing and communications assets, for an organization that focuses on building networks, and inspiring success.

Project Brief

The Red Deer & District Chamber of Commerce has been a pillar in the Red Deer business community for more than 125 years. With deep roots and a rich history, this branding project was an incredible responsibility that needed to be carefully considered, and thoughtfully executed.

Third-party research indicated that the younger business community did not have a clear understanding of what the Chamber did, and the benefits they offered.

The goal was to refresh their visual identity, and position their brand appropriately with the next generation of business owners, without taking away from their history and traditions.

We also identified a lack of cohesion in their overall marketing that we wanted to solve.

Our Solution

We didn’t feel it was necessary to fundamentally change the look and feel of their brand, but to reposition them to ensure they are perceived accurately within the community.

It was clear to us the deer icon in their old logo, as well as the colour red, were the two elements with the most visual equity in their brand. We updated the shade of red to a more vibrant, modern hue, and hand illustrated a new icon that resembles the flat visual style of its predecessor, but embodied a stronger, more polished, and purposeful look.

We left them with sharp new identity and a set of well defined brand standards that could be followed by current and future employees, assuring their marketing and communications will remain consistent across different mediums for years to come.


What We Delivered

  • Branding
  • Membership Package Design
  • Copywriting
  • Logo & Identity Design
  • Mobile Email Templates
  • Marketing Collateral
  • Custom Illustration
  • Value Statement & Tagline
  • Banners & Trade Show Assets


The Chamber needed more than just a new logo and a redesign of their marketing materials, they required a platform, a brand, to set the tone for a professional, strong and cohesive visual identity far beyond the work we did for them.

The foundation for the brand was based on a very simple value statement: Building networks. Inspiring Success. This brand promise to demonstrates the impressive networking opportunity the Chamber boasts, while capturing the success they inspire in their members through education, benefits, resources and support.

To visually represent this statement, we designed a custom graphic pattern that illustrated each business as points of a larger network, with the Chamber’s icon positioned as a hub of these connections. The network imagery became a key element throughout the branding and was used as a visual framework for materials like event announcements, social media posts, print advertisements and email graphics.

One of the Chamber’s most active touch points with their members is through the various email lists they maintain. As members ourselves, we knew that the Chamber had valuable information to share, but being able the read these emails on your mobile device was key to increasing their reach. Since they were already using MailChimp, all we needed to do was design a series of mobile-optimized email templates for them to use in their existing account. After launching the new templates, they saw open and click rates increase substantially, and have received positive feedback from their members.

In addition to redesigning their key branded assets such as business cards, letterhead, signage, and membership cards, we also wanted to create a new membership package that authentically captured the benefits and value of being a Chamber member. To do this, we collected stories, testimonials, and photographs from real Chamber members and combined them with a clear presentation of the membership benefits in an easy to browse magazine-style handout.

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