 In every organization’s life, there comes a moment when change is not only necessary but inevitable. The Chamber’s rebranding wasn’t the product of a meticulously planned, textbook process—instead, it was a dynamic journey that we embraced wholeheartedly. Today, we’re excited to share the behind-the-scenes story of how we got here and what we have in store for the months ahead. A Journey Marked by Evolution and LearningThere was no single “aha!” moment that sparked our rebranding. Instead, it was a series of insights, challenges, and opportunities that accumulated over time. We began by listening—really listening—to our community, partners, and team members. Their feedback highlighted areas where we could better serve you and reflect the innovative spirit driving us forward. We started our journey by defining a group of partners and stakeholders whose insight and guidance would help us evolve in the best way possible. This group included board leaders, executive staff, members of Manufacturing Industrial Council and Spaceworks Tacoma, and marketing members alongside our creative partners at Rotator Creative. With this group in place, we were able to delve into the past, assessing our past and present to then define our future. The discovery phase was filled with questions and an active dialogue around what makes our Chamber distinct from others in the nation or similar organizations in the region. The Chamber has no shortage of history. It is intertwined with the history of Tacoma and Pierce County in such a way that it is almost impossible to separate. As Adam Auter at Rotator noted, “Anthropology, translation, and art – these are the beats that define our story and creative process.” This process gave us an opportunity to identify what makes us unique, what our challenges are, what common misconceptions exist about us, where we envision ourselves in five-to-ten years, and what do the journeys look like of our target audiences. “We knew it was critical to get input from as many members as possible, so we developed a member survey to gather data on their perspectives of The Chamber. We also made a point to ask local business owners (some members, some not) their thoughts about The Chamber to gather anecdotal evidence for our work,” said Auter. Navigating the ProcessLet’s be honest: at times, our journey wasn’t simple. With pages of notes and a collection of photographs documenting whiteboards covered with insights, our next task with our partners at Rotator was to translate everything into a seed of truth — a kernel of an idea with a narrative that succinctly answers the “So what?” about The Chamber. Throughout the process, every piece of feedback and input swirled around what became our new tagline: Member Powered. The member is at the center of everything we do. To us, membership is not transactional; membership is transformational. To be a member is to work with other members to leverage collective knowledge and influence for the sake of crafting solutions to some of the most complex issues affecting our entire region. Why a Rebrand, and Why This Visual IdentityOur decision to rebrand was driven by a simple idea: growth. As our mission expanded, we recognized that our visual identity and messaging needed to evolve to match our ambitions. We wanted our brand to mirror our dedication to innovation, transparency, and community. This rebranding isn’t about leaving the past behind--it’s about building on our strong foundation to create a future full of promise and potential. How are we demonstrating that dedication and the idea of a member powered organization moving forward? Representing all of this visually is where the art comes in. There's no formulaic way to convert complex and abstract ideas into succinct symbols. The logo mark developed was crafted with serious intent with colors that ground it in our region, emblematic of our heritage, our progress, and the land and sea upon which commerce flows. The arrow shapes allude to the ripple effect The Chamber has on our economy and overall quality of life. And at the core is the member, the focal point of it all in its vibrancy and strength. “Together, all of these elements tell the story of The Chamber and serve as a rally cry for the organization to advance forward with confidence,” shared Auter. “I couldn't be more excited for how the TPCC rebrand turned out. From my perspective, the process Rotator facilitated was exhaustive and incredibly inclusive of all stakeholders –from chamber staff to our members all the way to the board of directors,” said Jon Rossman, President and Owner, Chuckals Office Products, 2024 Chamber Board Chair. “The thoughtfulness that all stakeholders provided throughout the process was incredibly impressive. The results show just how much detail and energy was brought to the table from discovery all the way to the reveal.” Key Moments Along the WayWe encouraged open conversations throughout the process. We held numerous brainstorming sessions and feedback rounds. Every voice mattered, and the collective insight helped shape the new identity. The design process was a whirlwind of sketches, mockups, and revisions. Each version brought us closer to a visual language that feels both modern and familiar. This meant providing active feedback and engaging deeply with our creative partners through many iterations along the way. Not every decision was smooth sailing. Some ideas and strong concepts had to be shelved, while others evolved in ways we hadn’t anticipated. Every hiccup was a learning opportunity, and we’re grateful for the growth that came from overcoming those challenges. “Working with The Chamber was immensely insightful and rewarding. Our collaboration with their team revealed just how much they value their members and are invested in their success,” said Auter. “As an organization that is frequently misunderstood, they are involved with so much behind the scenes to advance our region and yet they always keep the focus on the members. It is evident that they lead with pragmatism, empathy, and humility. We came away from the project feeling proud to be a part of The Chamber as members ourselves.” “I am proud of the work done by this committee to showcase a brand the Chamber can stand on within this community. I think there is no doubt that the details this rebrand entails show just how ingrained our chamber is in the roots of this business community,” added Rossman. What’s Next for Us?
We’re excited to host a branded photo wall for upcoming events, thanks to Showtime Photo Booth. Since 2013 and with over 27 experiences to select from, it has been creating fun photo experiences across Indianapolis, New York, and Los Angeles.
We’re eager to share more details with you, answer your questions, and hear your thoughts. Our journey doesn’t end here--it’s just the beginning of an exciting new chapter, and we’re thrilled to have you with us. Thank you for being a part of our story. Comments are closed.
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