Envelope Linkedin

Tampa Bay Chamber Rebrand

Brand Transformation and Stewardship

As Director, Creative Services, I was part of the Chamber staff group that led the Greater Tampa Chamber of Commerce’s transition to its new identity as the Tampa Bay Chamber. I helped select the final identity from Sparxoo’s proposals and approved its style guide, then rebuilt every Chamber material in the new brand, relaunching the website’s identity in about two hours during the December 2019 Annual Meeting where it was unveiled.

Six retractable banners in a convention center hallway: Tampa Bay Chamber in blue, followed by Collegiate Leadership, Emerging Leaders, Leadership Tampa, Leadership Tampa Alumni, and Minority Business Accelerator. Each fades from white into its program color behind a large brand mark graphic.
Pop-up banners for the Chamber and its programs, each sub-brand in its own color within one system.
Organization
Tampa Bay Chamber
Collaboration
  • Sparxoo: identity design and style guide.
  • Senior Director, Strategic Communications & Marketing; CEO; and COO: final identity selection with me.
  • Board members: oversight.
Scope
  • Primary identity and seven sub-brands
Timeline
  • Rebranding Committee, July 2019 to January 2020.
  • Unveiled December 2019.
  • Brand stewardship through August 2024.
7
Sub-brands
2 Hours
To relaunch the website's identity at the unveiling.

The Challenge

The new name reflected the Chamber’s regional role, and the identity had to carry the organization and each of its programs, from leadership development to the Minority Business Accelerator. The switch also had to happen all at once. The brand was unveiled publicly at the Annual Meeting, and every Chamber material had to change with it.

Identity Selection and Standards

  • Served on the Rebranding Committee, liaising between the CEO, COO, board members, the senior communications director, and Sparxoo.
  • Evaluated Sparxoo's identity options and selected the final logo and identity with the CEO, COO, and senior director.
  • Approved Sparxoo's style guide and assisted with development of the program sub-brands.
Eight logos: the Tampa Bay Chamber primary mark, the Foundation, Collegiate Leadership, Emerging Leaders, Insight Leadership, Leadership Tampa, Leadership Tampa Alumni, and Minority Business Accelerator. All share one mark, with its accent shape recolored for each program.
Identity system: the primary mark and seven sub-brands, including Insight Leadership, a later addition I designed.

Rollout

  • Rebuilt every existing Chamber material in the new brand, including print collateral, signage, presentations, video, and social graphics.
  • Relaunched the website's identity in about two hours during the Annual Meeting where the brand was unveiled.
  • Built reusable templates so departments could apply the brand consistently.
  • Designed event materials within the system, including pop-up banners, sponsor displays, step-and-repeats, and presentation slides.
Title slide for Emerging Leaders New Member Orientation. Large green and blue segments of the brand mark fill the left half, with the Emerging Leaders logo, the title, and the Vision 2026 mark on white at right.
Presentation template: the brand mark enlarged into a graphic field and recolored for each program.
A white ring divided into five segments holding the logos for Collegiate Leadership, Emerging Leaders, Leadership Tampa, Leadership Tampa Alumni, and Minority Business Accelerator, around the Tampa Bay Chamber logo at center. Event photos fill the background, with a QR code at lower left.
Lobby screen: the Chamber's programs arranged around its primary mark, seen by everyone passing through One Tampa City Center's lobby.

Brand Stewardship

  • Oversaw style rules and their application across internal and external materials.
  • Designed the Insight Leadership logo as a later addition to the system.
  • Served as brand steward through August 2024, guiding staff on correct use of the identity and its sub-brands.
Step-and-repeat backdrop with the Leadership Tampa Alumni logo repeated in staggered rows over a large, pale red and blue version of the brand mark.
Step-and-repeat: the alumni logo tiled over a faint, oversized brand mark.
Business card template. An ochre and blue section of the brand mark fills the left side, with a placeholder name, title, phone numbers, email, and the Chamber's Franklin Street address on white at right.
Business card template: the brand mark cropped large, with contact details set on white.
Tall pop-up banner for the Minority Business Accelerator. Its logo tops a white panel listing founding sponsors Tampa General Hospital, Tampa International Airport, TECO, Valley Bank, and the Vinik Family Foundation, and community partners CLA, Coca-Cola Beverages Florida, and TD Bank, over an orange field with the Foundation and Vision 2026 marks.
Sponsor banner: founding sponsors and community partners on a white panel, framed in the program's orange.

Let's Work Together

This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.

Want to collaborate on an upcoming project?

Leave your details and Matthew will get back to you.