ActiveEdge Develops New Brand Strategy for Greater Manchester Chamber of Commerce Chamber relies on the creative talents of ActiveEdge to create their new identity

Manchester, NH – Robin Comstock, president of The Greater Manchester Chamber of Commerce (GMCC) announced the launch of the organizations’ newly designed corporate brand during a press conference today at the Manchester Welcome Center. “Updating the GMCC look was part of a larger, more encompassing plan to realign the organizations image with today’s business climate” said Comstock. “Our new brand, developed by one of our member firms, ActiveEdge, will help us do just that”.

The effort focused on portraying the Chambers support of vital business, advocacy, cultural, revitalization, and educational concerns that are significant to a vibrant community and that are symbolized through a memorable mark that speaks to Chamber members and the community. The mark needed to collectively represent the values, determination, strength, and principles of members as well as reflect the rich traditions and solid business foundations of the Greater Manchester area. It also had to express the theme that the Queen City is where history invites opportunity, and where GMCC ensures that opportunity exists.

The re-branding campaign began last November at the Chamber’s Board of Directors retreat. The Board voted in favor of crafting a new logo and a Request for Proposal was distributed to marketing and design firm members. A member task force was also assembled to administrate the process of selecting and working with a firm to successfully re-design the organizations brand. ActiveEdge, a long-time member of the GMCC, developed the creative strategy behind the organizations new look and feel. Selected from a large number of member firms, ActiveEdge’s simple and clean representation of the organization captured the heart of the City according to Comstock. “They were a natural choice for the creative task of re-branding the organization”.

A big challenge was translating the GMCC’s existing brand equity into a new look. “To solve that, we maintained the overall visual shape of the logo, but replaced the outdated images with contemporary symbols of the City’s revitalization that resonate more with businesses and community leaders” said Scott Wright, Principal and Chief Creative Officer of ActiveEdge. “Imagery of the Mill Yard and the River leverage the character and history of the City and express the strength and spirit that is Manchester.” Historic brick red and traditional Amoskeag green colors compliment the design by incorporating the rich tones that typify the areas Mill Yard on the river.

In addition to the logo development, ActiveEdge also prepared new brand guidelines for the GMCC to follow in order to maintain a consistent presentation of their new look in the marketplace. The logo will also be incorporated throughout all GMCC collateral materials from newsletters to letterhead and everything in between. The distinctive new mark characterizes the uniqueness of the GMCC and illustrates the integral part it plays in the City. The updated materials are being rolled out in phases and will be introduced throughout the remainder of the year.

“We’re pleased to be working with the GMCC on redefining their image in the business community” said Wright. “We appreciate the resources the Chamber brings to area businesses like ours and are excited to bring a new face to an old friend.”

About ActiveEdge

ActiveEdge is an integrated design solutions provider that helps clients build and execute on and offline strategic marketing initiatives. It blends dynamic technical skill with an innovative creative appeal to produce results-oriented programs with powerful impact. For more information, call 603-889-3925, visit www.activeedge.com or email us at info@activeege.com.