Brand Development, Print Collateral, Van Wrap
After 40 years with a highly recognized and successful leader, the Saratoga County Chamber of Commerce transitioned to a new president. The organization engaged Allegory for a fresh take on the chamber brand – one that would update perceptions throughout the county and lead it into the future while honoring its legacy and many accomplishments.
Five years later, with significant changes in its financial model and the loss of healthcare benefits for members due to Obamacare, Allegory returned to remeasure the chamber’s culture and fine-tune messaging to reflect changes.
A culture audit was conducted with staff and stakeholders to measure the archetypal patterns predominant in the organization. Brand language was developed, as well as supporting materials including a member’s benefit booklet, a membership sales brochure and a wrap for the mobile Visitor Van that travels to county-wide events.
“Our Archetypal profile has become the foundation of everything we do. Frankly, I can’t imagine how we functioned before. The way we communicate, build partnerships, even pick what to put on the top of our newsletter – it’s all become dramatically more authentic.”
Saratoga County Chamber of Commerce