Branding project was part of a wider project led by Faye Holland at cofinitive, a Cambridge MC Company, working with the Cambridgeshire Chamber of Commerce to deliver a refreshed brand identity and associated design collateral.
The Brief
Cambridgeshire Chamber of Commerce needed a refreshed identity that better reflected the organisation today, while retaining the credibility and recognition of an established Chamber.
The new identity needed to work across a wide range of communications – from corporate and policy-led content to events, campaigns and member communications – as well as accommodate sub-brands and initiatives sitting beneath the main Chamber brand.
The new identity needed to feel aspirational, authentic and accessible, while remaining versatile across digital platforms, print and event materials.
The Challenge
The challenge was to create something distinctive and contemporary without losing the authority of the existing organisation.
More importantly, the identity needed to work in practice. With such a varied output and different audiences to communicate with, the brand required enough structure to feel consistent while remaining flexible enough to adapt across publications, reports, events, social content and other day-to-day communications.
The Process
Starting with the logo as the cornerstone of the new identity, I developed and presented several initial concepts. Following selection, the chosen route was refined and expanded into a distinctive visual system, including a warm, optimistic colour palette reflecting the Chamber's welcoming and collaborative ethos.
The logo mark is built around a central hub, symbolising connection and growth. Varied segments represent the diversity of the business community, while the outward movement suggests momentum and the Chamber's international reach. The subtle form of an eye also conveys vision, reinforcing its role as a forward-looking voice for business.
The mark became a key part of the wider visual language, providing a recognisable graphic device that could be adapted and used throughout Chamber communications.
The next phase involved reviewing the Chamber's existing assets and collateral and implementing the new identity across every touchpoint, while ensuring cohesion between the main Chamber brand and its sub-brands.
This included stationery, social media templates, event collateral, signage, merchandise, iconography, email communications and a comprehensive brand guidelines document.
The guidelines were designed as a practical tool for the team, covering not only the core identity but how the wider visual system could be used consistently across everyday communications.
“I believe a successful brand identity needs to do more than look good. It needs to work for the people using it – giving everyone within an organisation, designer or not, the tools and confidence to communicate consistently and build a strong, recognisable brand.”
Following the rebrand, I redesigned the Chamber's membership magazine, connected, bringing the publication in line with the new identity while giving it a stronger editorial personality of its own.
A more flexible layout system, stronger typography and clearer hierarchy created a more impactful and engaging publication, while providing enough versatility to accommodate the wide variety of content within each issue.
Once the new identity was launched, I continued to support the Chamber team through the transition, including a brand training session to talk through the new system, answer questions and iron out any initial teething problems.
This helped the team feel confident using the identity themselves and ensured external communications remained consistent as the new brand became established.
The Result
A confident and recognisable new identity that feels distinctly Cambridgeshire Chamber, while providing the flexibility needed across its wide range of communications.
From the connected magazine and digital communications to events, signage and sub-brands, the new visual system creates a consistent thread across the organisation. Just as importantly, the team now has a practical set of tools and guidelines to confidently apply the brand across its day-to-day communications.
