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Grand Rapids Chamber of Commerce

Client: Grand Rapids Chamber of Commerce

Immersive Brand Experience Engages and Energizes Members

To celebrate a multi-year transformation plan, the Grand Rapids Chamber wanted to underscore their commitment to a thriving and prosperous West Michigan for all.

What We Did
Highland Group crafted a new brand and Create Great tagline to align the Grand Rapids Chamber’s their value proposition to members across the region. This identity was expressed in a new logo, business system and throughout their 11,000 ft2 member-centric office space.


1. Brief

​Moving to a new office was more than just a new address: it was a culmination of a multi-year transformation project to activate the Grand Rapids Chamber’s focus on members. How could a new brand identity convey to local business that the Chamber is their critical partner for talent development, business services and public policy in the region?

3. Execution

The Create Great brand platform unites members across leadership roles and industry sectors. A new brand mark puts the spotlight directly on Grand Rapids. Expressed throughout the new office, Create Great, with its visual dot language and vibrant color palette, celebrates sponsors, provides an ownable approach to photography and activates the space for members and staff.

2. Strategy

Leaders know: starting, running and growing a business is daunting. They want a partner who understands the sleepless nights and celebrates the big milestones. Building on this insight, Highland Group focused on a common theme for all leaders — the desire to create something great.

4. Results

Within the first year, more than 6,600 visitors utilized the new space on their own and as part of 150+ hosted member events. The new space proudly encourages all visitors to aspire to create their own “great”. Brand communications are unified under the themes of creating great businesses, policy, community, connections and leaders.
GR Chamber of Commerce - Graphics
GR Chamber of Commerce - Graphics 2
GR Chamber of Commerce - Logo 2
GR Chamber of Commerce
Grand Rapids Chamber Conference Room
GR Chamber of Commerce - Partner Logos
GR Chamber of Commerce - Words
Grand Rapids Chamber Core Values Wall Art

National Communications Excellence Award​

Association of Chamber of Commerce Executives

Grand Rapids Chamber Enclave

Visitors write their vision for Create Great on a wall outside the community meeting space

Grand Rapids Chamber Leading Partners Wall Display
Grand Rapids Chamber Connections Window Display
GR Chamber of Commerce - Dot
15% Increase in Visitors in Year 2

Highland Group developed a modern brand identity that inspires and connects members to the Chamber’s next-generation mission.

  • Photo: Lance Nelson Photo