Grosse Pointe Chamber
of Commerce

role ︎ designer, researcher, interviewer
channels ︎ branding, brand strategy, brand research
published ︎ 2022

How Do You Reshape a Community Resource to  Address New Community Needs?

When the Grosse Pointe Chamber of Commerce chose to rebrand, it was a response to understanding that Covid had changed the working world forever. With changing needs of both the community and local businesses, it was time for the GPCC to transform itself to be more responsive to a world with diverse perspectives and business challenges.

This rebrand answers that challenge with a new brand identity focused on having a simple and adaptable system of arrows to represent the involvement of the Grosse Pointe Chamber within the community, “pointing” both inwards to businessess and events in Grosse Pointe and outwards to the Grosse Pointe Community.

The Challenge

• What is the role of the Grosse Pointe Chamber of Commerce in a post-covid world?

• Address the shift in services and aims to enhance community outreach opportunities in Grosse Pointe & beyond with a rebrand.

Questions to Consider

• How can GPCC pivot to meet new demands while maintaining the needs of traditional business models?

• How can the GPCC partner and share resources new and old within the community?

• How can GPCC become a leader in fostering an environment that is more inclusive and accessible to all local citizens and nearby communities through events/programing/memberships?

My Role on The Research Team

As a group of eight, we split into teams to conduct extensive research. Our studio research included a brand audit, competative research of other chambers, mind-mapping, interviews with community members and copywriting new brand benchmarks (mission, vision, essence, and brand promise).

Due to my skills in writing, critical thinking, empathy, and insight I was appointed to the team that focused on connecting with and interviewing ten Grosse Pointe community leaders, developing personas, and copywriting new brand benchmarks to set the stage for the new Grosse Pointe Chamber of Commerce brand.

Areas of Research

• Other chambers of commerce who are making these shifts already ~ Longmont, CO, Evanston, IL, Detroit, MI, Ontario, CA.

• Interviews with business owners, GPCC leadership & Grosse Pointe community

• Areas of business that are expanding and how work is changing.
(e-commerce, gig economy, freelance, alternative business models, minority business support, attracting new businesses to the Pointes)

Recommendations for The Chamber

• Civic Advocacy & Community Engagement

• BIPOC / Minority Business Support

• Gig Economy & E-commerce Resources

• Detroit as a Sister City

Mission

The Grosse Pointe Chamber of Commerce is an organization dedicated to unifying the Pointes through civic engagement, equitable business development, & community advocacy.

Essence

Equity. Engagement. Opportunity.

Promise

The Grosse Pointe Chamber fosters the creation, development, & growth of sustainable business models benefiting the community & county as a whole.

Vision

The Grosse Pointes are a thriving residential community dedicated to creating & maintaining space for all types of people & their businesses.

The Grosse Pointe Chamber of Commerce envisions a future emphasizing equity & inclusion, business expansion, & youth development within the Pointes & neighboring areas.