Sometimes the strongest brand refresh isn’t about creating something entirely new. It’s about recognizing what already works—and making it work harder.
When the Greater Coachella Valley Chamber of Commerce (GCVCC) approached Hunter|Johnsen to refresh its brand, the direction was clear: retain the recognizable visual elements and overall character of the existing identity, while creating a stronger, more sophisticated and versatile brand.
In short, the goal was to “grow up” the brand without losing what made it recognizable.
Building on Brand Equity
The palm tree had long been an important part of the Chamber’s identity, providing an immediate connection to our Coachella Valley. Rather than replace it, we strengthened it through color and a complimentary wordmark.
The refreshed green, blue and purple palette takes a similar approach, with more sophisticated tones complemented by an expanded color palette for greater flexibility across print, digital, advertising, events and promotional materials.
One Identity. More Ways to Use It.
Versatility was also key. The refreshed identity was developed as a complete visual system, with primary, stacked and abbreviated logo configurations, along with applications for individual partner chapters.
Hunter|Johnsen also developed comprehensive brand guidelines covering logo use, typography, colors, layout, brand personality, voice and messaging—helping ensure the new identity remains consistent wherever it appears.
To bring the refreshed brand to life, Hunter|Johnsen also worked closely with GCVCC to develop an updated stationery package, carrying the new identity across its day-to-day business communications.
Local Presence. Regional Strength.
Ultimately, the refresh is about more than a logo. It reflects an organization that serves as a Catalyst, Convener, Champion, and Regional Leader—connecting businesses and communities throughout the Coachella Valley.
That idea is captured in a simple message: One Chamber. One Membership. One Regional Voice for Business.
The result is an identity that feels familiar, but stronger; contemporary, but still connected to its roots; and flexible enough to grow with the Chamber for years to come.
If your organization is looking to build or refresh its brand, develop a new website, or create communications that inspire action, connect with us here. We’d love to hear from you.
