The goal of the rebrand was two-fold. First, as is appropriate for a small, tight-knit, forward-looking community like Atascadero, it was essential that the new Chamber brand honor the past, celebrate the community, and look toward the future. Second, the new brand needed to reflect the Chamber’s mission, which is to be the catalyst for business growth, the convener for leaders and influencers, and the champion for a stronger community in Atascadero.
The new brand accomplished that through visual and verbal messaging that—quite literally—reflects the city of Atascadero. Particularly with respect to the identity, the new Chamber logo features a stylized map of Atascadero with El Camino Real central, unbroken, and running across the heart of town. El Camino Real is, of course, not only Atascadero’s main street, but it runs right through the heart of the business district, and is itself a catalyst, convener, and champion in the community.
Lastly, the new website was originally designed to serve and promote members first and foremost. It did this through highlighting members, prominently featuring networking and promotional events, and making all kinds of great business and networking resources front and center for members to take advantage of.