Strategy
Bringing a new brand to life with intention.
The Brief
For more than 75 years, the Chamber has championed businesses along the I-270 corridor, and today it serves 450+ members who represent more than 50,000 area employees. After a year of strategic planning shaped by member feedback, the Chamber was ready to introduce its new brand at its Casino Night unveiling. With the design finalized, the Chamber needed branded products that would display the color and intentionality of its new identity. The colors needed to translate accurately, the fabrics needed to complement the uniqueness of the brand, and every item needed to serve the Chamber's leadership, staff, board and members.
Our Approach
Our process began with a clear understanding of the needs of the Chamber's leadership and the audiences who would use each item. We were intentional about keeping the new brand confidential, building a discreet workflow across every partner to protect the surprise while guiding the Chamber through clear and timely decisions at every stage.
Weeks 1 and 2
Understood the scope.
We met with key stakeholders to define the audience, product and design needs.
Weeks 2 and 3
Curated the collection.
We selected pieces suited to the Chamber's preferences from our network of trusted suppliers.
Weeks 3 and 4
Brought it to life.
We created custom mockups, proofs and digital stitch-outs to ensure every detail was precise.
Week 5
Delivered for the event.
Every item arrived on time and ready to display and use, with a few extras for good measure.
Curation
A collection built to be dynamic.
Drawing from a network of 3,000+ suppliers, we curated executive performance polos, quarter zips, travel totes, laptop backpacks and laser-engraved tumblers as one cohesive collection. Each piece was selected to reflect the elevated new brand with a focus on durability and quality, while the apparel was offered across a full range of fits and sizes so every audience could wear it with confidence.
Production
Precision across every fabric and finish.
Custom mockups and proofs were developed in close partnership with our suppliers and manufacturers, and every product went through a rigorous review to ensure the logo's essence translated vividly across each fabric color, material and imprint method. All pieces were then inspected before leaving the factory and reviewed meticulously at our fulfillment center, so the Chamber could focus entirely on the celebration.
The Standard
The new brand remained private with every partner until the moment it was shared with the public.
From embroidery and screen printing to laser engraving and etching, the logo translated accurately with every imprint method.
Size and placement were confirmed on a digital stitch-out before a single garment was made.
Counts, sizes and finishes were meticulously checked at our fulfillment center before the event.
Experience
A Milestone Worth Celebrating.
During the Casino Night brand unveiling at BlackRock Center for the Arts, the Chamber's staff and board members, wearing the new brand, welcomed business leaders, elected officials, partners and members to join the celebration. To make the night even more special, Luminary sponsored a gift for the event raffle that included wine and champagne bottles. A custom design was etched on each bottle to celebrate the Chamber's milestone while inviting the winner to celebrate a milestone of their own, keeping the Chamber top of mind.
