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Partnership Brand Standards: Synopsis - Greater Des Moines Partnership

2016 ACE: Grand Award

The Greater Des Moines Partnership has experienced great growth in recent years, and has stake in more than 40 initiatives, awards, events and partnering organizations. All of these endeavors had their own unique brand, look and feel. In 2015, The Partnership saw an opportunity to better leverage ownership of all of the initiatives associated with the organization, build brand equity, and ultimately strengthen the brand of The Partnership and everything associated with The Partnership. The refreshed Partnership brand represents our core values and personality traits: world-class, innovative, collaborative, visionary and leadership.


Date: July 31, 2016
Organization: Greater Des Moines Partnership
Chamber Website: https://www.dsmpartnership.com
City: Des Moines, IA
Community Peer Group: Metro Cities
Revenue Category: $2,000,001 and up

Partnership Brand Standards: Synopsis - Greater Des Moines Partnership

Synopsis:

The Greater Des Moines Partnership has experienced great growth in recent years, and has stake in more than 40 initiatives, awards, events and partnering organizations. All of these endeavors had their own unique brand, look and feel. In 2015, The Partnership saw an opportunity to better leverage ownership of all of the initiatives associated with the organization, build brand equity, and ultimately strengthen the brand of The Partnership and everything associated with The Partnership. The refreshed Partnership brand represents our core values and personality traits: world-class, innovative, collaborative, visionary and leadership.

The Partnership took on a comprehensive rebranding process that required an entire organizational effort. Research for the new branding elements included six internal workshops and focus groups, three rounds of external marketing expert review, and nine internal presentations to The Partnership's senior leadership team and other team members.

The result was a complete brand relaunch heading into 2016, coinciding with a move into The Partnership's new office space. Elements of the brand refresh touched every part of the organization and hit on every piece of marketing, public relations and general communications elements that we have, encompassing a wide spectrum of details from updating The Partnership's logo to updating internal voicemail scripts.

Elements of the rebrand included:

  • A complete brand standards guide that includes:
    • A new identity filter that acts as a road map for how to brand new initiatives and programs when they are created.
    • A new color palette, graphic elements and fonts.
    • An updated grammar and writing style guide.
    • A glossary of all associated programs.
  • Reprinting of marketing and collateral materials to update the design and copy.
  • Updating websites, newsletters and social media to reflect current brand standards.
  • Incorporating elements of the updated brand standards into the new office space.

The Partnership now has a strengthened brand that is widely recognized and highly influential in the Greater Des Moines community. With so many moving parts and pieces to the organization, we represent the organization with one cohesive voice, similar to how we represent our region with one voice. As mentioned, the rebranding coincided with The Partnership moving into a new office space, which allowed us to share its new brand with local media and the public as part of the story of moving into the new space. The Partnership budgeted about $7,700 to update branded stationary. The majority of resources used for this project were internal staff time and expertise.

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