The New Jersey Pride Chamber of Commerce (NJPCC), formerly known as the New Jersey LGBT Chamber of Commerce, announced its rebrand last week upon concluding a 6-month engagement with 96ANDX, a Los Angeles and Philadelphia-based public relations and branding agency.
Complete with a new name, brand personality, logo, redesigned website, and upgraded association management tool to better enhance its members’ experience and encourage those who qualify to become certified LGBT Business Enterprises, the Chamber’s rebrand is a reflection of the organization’s push to expand its impact on the LGBTQ+ business and professional community throughout New Jersey.
The brand is designed to emulate LGBTQ+ prosperity, capture the spirit of the community’s approachability and courageousness, and represent how they empower one another to proudly live their truth. The NJPCC logo’s uniquely designed signature “P” stands for “pride” and ties into the strategic foundation of the organization by speaking to the forward momentum that the vibrant and dynamic community drives to the state’s local economy.
“This was a really interesting branding challenge. We sought to create an identity that would be lasting for a community that is constantly evolving,” commented Ben Red, Partner and Creative Director at 96ANDX. “Part of what made this project successful was working with partners on the client-side that really understand their audience. That makes a big difference.”
“Ben and Jake from 96ANDX made it an easy decision for us to move forward with them as our creative team,” commented Stephen Blazejewski, President of the NJPCC. “Before they even submitted a proposal, they took the time to truly understand who we were as an organization.” 96ANDX is committed to working with brands that authentically honor and uphold diversity. As a certified LGBT Business Enterprise themselves, 96ANDX was passionate about making this project a success.
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