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June 7, 2017

What's in AWB's rebrand? (Hint: it's not just a new logo)

By: Bobbi Cussins   Comments: 0
Michelle Hege, president and CEO of Desautel Hege (DH), speaks at AWB’s annual Spring Meeting May 9, 2017. She gave AWB board members an explanation of the new AWB brand promise. DH is the design, advertising and public relations firm that helped AWB formalize the new brand language and promise. DH also designed the new logo. (Photo: Brian Mittge/AWB)
Words backed up with action.

That's the heart of AWB's brand update announced May 31. Yes, it included a new logo, but the three-year effort was about much more than visuals.

Marty Dickinson, executive vice president at Umpqua Bank and chair of the committee that led AWB’s brand update said it best: “A brand is much more than a logo, and AWB’s brand has evolved considerably over the last few years. The new logo and the other visual changes are an acknowledgement of these changes and a signal to our members and others about where we are going.”

The updated strategic plan and Mission and Vision statements were critical parts of AWB's rebranding. They embody a promise to our member employers, their employees and all the hardworking residents of Washington: To be a catalytic leader and unifying voice that offers bold solutions, convenes leaders of divergent views to find common ground and works to promote policies that bring about economic prosperity across the state.

And, it's about action. Examples include the successful effort in 2015  to pass the first statewide transportation investment package in more than 10 years, last summer's 15-stop small business outreach tour, the state's first-ever Rural Jobs Summit March 4 and the multi-year, multi-media Grow Here employer image campaign.

AWB also partnered with with the Washington State Association of Counties, the Washington Public Ports Association and the Association of Washington Cities to commission a comprehensive infrastructure investment report that was released March 20. This collaboration illustrates how we all want the best for the state and, working together, we can achieve real results that prepare us for the economy of tomorrow.

This short video examines what the new brand means and how AWB and it's member-driven branding committee came to the final brand language and logo design.