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AWB Brand Refresh

CASE STUDY 

THE ASSOCIATION OF WASHINGTON BUSINESS (AWB) is the largest and best-known business advocacy group in the state of Washington. After a leadership change, a new mission and vision, and the development of a new strategic plan, the organization was ready to update how it communicated its story to the marketplace. DH collaborated with AWB on a rebranding effort focused on bringing its new vision to life.

AWB Logo Examples

Updated Visual Brand

Working from stakeholder research and the organization’s strategic plan, we built a visual brand including a new logo, color palette and a brand style guide. The logo works to communicate the new brand concepts visually: the typeface is clean and modern, and the addition of a new graphic element gives the logo a sense of movement, highlighting AWB’s mission to propel Washington’s economy.

AWB Old Logo
AWB New Logo

Diversified Logo

The four sections of the logo mark also reference the geographic, statewide reach of AWB, as well as diverse industry sectors. The shapes in the top right corner refer to the importance of the people that make up the community and diversity within AWB.

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Brand Launch Plan

To leverage the introduction of the new brand, DH created a brand launch plan and supported AWB’s efforts through the development of pacesetter tactics including letterhead, envelopes and business cards, a PPT template, and a new e-blast template. The plan also called for an internal rollout campaign to get AWB staff excited as champions of their organization.

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Positive Feedback

Feedback from both internal and external audiences has been excellent and AWB has secured positive media coverage of the brand launch that has highlighted its new areas of focus and its value proposition for its members and for employers across the state.

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News Coverage

Business Examiner
AWB unveils new brand identity

Tri-Cities Journal of Business
AWB’s rebranding reflects larger role expected of employers

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