Grand Rapids Chamber
The Chamber underwent a strategic planning process that helped them reinvent their services. The outcome of this work showed that they needed to move to a different facility. Rather than being an office for Chamber staff, the building itself needed to function as a hub for member activity. The Chamber chose to move to a larger, more flexible space with increased capacity for meetings, training, and informal get-togethers.
This 12-page brochure served two purposes. It was the centerpiece of the fundraising effort for the new space, used with local business owners to inspire their support. It also had to entice new membership, because increased membership was essential to make the building sustainable. The Chamber was simultaneously engaged in a rebranding effort, so this piece had to be somewhat transitional in design…accommodating a new logo and color palette but not setting too strong a design precedent for brand work that was yet to be done. It features clean, bold design that reflects a transformed mission. Stock photography was carefully chosen to reflect a diverse community and vibrant activities in a space that did not yet exist. The copy needed to engage readers with strong headlines and relevant bullet points, then draw them into the text without becoming too dense or complex.
