Some details
The business landscape in Northern Virginia is shifting dramatically with the announcement of Amazon’s HQ2 and Virginia Tech’s Innovation Campus. The Alexandria Chamber of Commerce wanted to attract new members and serve as an advocate for all businesses operating in the area. The primary goal was to re-position the Chamber as a forward-thinking, sophisticated organization that welcomes innovators and
champions pro-business policies. They adopted a new name, The Chamber ALX, and a new brand story and visual identity. The Chamber wanted its new brand to suit both global organizations with a presence in Alexandria and unique small businesses that give the city its character. To spark excitement about the launch, the new brand was unveiled in a video at the Chamber’s Annual Meeting. The brand system is being applied to each of the Chamber’s channels: a new website, social media, member features, printed and digital marketing collateral, and events.