Greater Boston Chamber of Commerce
Experience Strategy & Design / Brand Strategy / Creative Direction
Reimagining the connective tissue of business in our city.
As one of Boston’s most established civic organizations, the Greater Boston Chamber of Commerce faced a perception problem: it was seen as traditional, exclusive, and out of step with the evolving business community. We were initially asked to redesign their website, but early discovery work revealed a deeper opportunity—to reimagine the organization’s identity, message, and digital presence for a new generation of leaders.
The Challenge
Existing brand and website conveyed formality and exclusivity, alienating young professionals and emerging businesses.
Digital presence lacked vitality, failing to reflect the Chamber’s growing momentum and progressive programming.
Leadership wanted to modernize—but needed a framework and creative vision to do so credibly.
Approach & Strategy
Discovery & Reframing
Conducted stakeholder interviews, competitor audits, and member journey mapping to identify key friction points in perception and engagement.
Realized that the term “Chamber” itself carried baggage—connoting hierarchy, not community.
Shifted the strategic focus from technology-first to message-first—positioning leadership, new initiatives, and impact stories at the forefront.
Brand Strategy & Identity
Developed a new name emphasis (GBCC) and identity system:
A bold, modern mark symbolizing connection, momentum, and civic energy.
A refreshed visual language using vibrant color, dynamic art direction, and a tone that welcomed rather than gated.
Crafted messaging pillars that celebrated next-gen leadership, inclusivity, and urban progress—a clear break from the “old guard” tone of typical chambers.
Digital Experience Design
Redefined the website around narrative content, events, and advocacy work—making the Chamber’s impact easy to see and join.
Introduced custom UX features for new members: spotlight content, join pathways, and integrations with event programming and newsletters.
Designed and implemented responsive mobile-first layouts to support younger audiences and on-the-go engagement.
Campaign Launch
Culminated in a bold full-page ad in the Boston Globe, celebrating the new GBCC identity and charter.
Aligned creative across web, social, and member outreach to create a high-visibility rollout.
The Impact
Positioned the Chamber as a forward-looking convener of emerging and established leaders alike.
Helped drive interest and engagement among a younger, more diverse business audience–seeing 2x more participation in live events and a 25% increase in membership.
Reinforced internal pride and external credibility—building momentum for new programs and partnerships across the city.