JH Chamber of Commerce repositions its brand, message

JACKSON HOLE, WYO – The phrase “Ride for the Brand” is one of those truly ‘Western’ maxims that has almost become lost to time. It lassos a host of desirable qualities—hard-working, integrity, trust—and bottles them into a conjured image of weathered cowhand who values pride over paycheck.

When cowboys signed on to the big cattle drives of the late 1800s, their word was their bond. They pledged to do a job, and do the job they did no matter what. They rode for the brand.

JH Chamber of Commerce repositions brand

The Jackson Hole Chamber of Commerce announced it has adopted the credo: “Ride for the Brand” as the new slogan, replacing “Power of Place,” which was coined by former Chamber President Steve Duerr.

The Chamber said, visually, the brand was due for an update, so a committee of board and business members came together to review the existing brand, and discuss the changing working environment and how this affects the future. The six-month process was led by Jackson local, brand strategist Mike Geraci, and supported with design by Creative Curiosity out of Wilson, Wyoming.

The committee felt there was opportunity for greater relevance in the market and that the current position, while accurate and useful, was more a destination brand than an organizational brand. To that end, the board asked the new leadership at the Chamber of Commerce to reframe its position in a more applicable tone, voice, and style that accurately represents Jackson Hole’s new challenges and new opportunities. This rebranding effort is designed to reflect the new direction.

“The brand is the essence of what Jackson Hole stands for: conservation, adventure, community and humanity. At the Chamber, when we ride for the brand, we are advocates and champions for the best of what Jackson Hole represents to our community and to the world,” stated board chair Tim Harland.

To the Chamber, Ride for the Brand is both a commitment from the organization to its 900+ members and to the community, along with an invitation for others to join the movement. It’s a movement that is focused on maintaining the integrity and qualities of life in Jackson Hole while skillfully and proactively addressing the new issues and challenges that make the market so dynamic. It is the external, market-facing expression of the organization’s mission and vision, and the emotional connection internally made day-to-day.

“It is a strong, forward looking sentiment that pulls from our western heritage with a focus on the future. It provides the organization direction and a clear vision to do what it takes to represent the best interest of our business community,” Harland added.

New look

The repositioning comes with an official brand of a logo. Jackson still has ‘Power of Place’ but now the Chamber’s pledge is to cherish this special place every day as they “Ride for the Brand.” (JH COC)

Supporting the new brand promise, is a new brand identity package made up of a full set of visual elements including the redesigned logo and mark, updated branded color palette, typography and imagery.

The custom-designed mark was inspired by shapes and forms found in cattle branding marks. Combining the JHC mark with a bold display typeface highlighting the word “Chamber” gives emphasis to the commonality of the use of this word alone in dialogue.

The brand identity was further refined by taking elements of the western heritage theme and combining them with a clean and modern execution of font and color.

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