Greater Green Bay Chamber CEO Laurie Radke had one more change to make before her time in charge at the business advocacy organization draws to an end.
Radke on Aug. 31 will step down as CEO after a 14-year tenure that included the COVID-19 pandemic, a workforce shortage and a development boom. But on July 15, she stood at the podium to unveil a new logo, brand and message to guide the member-focused group into the years ahead.
The new logo and brand ditches the lighter blue and green G logo and brand introduced in 2014 (also by Radke) in favor an arrow-like logo in a “sophisticated” color palette that includes a darker blue, softer green and white. The logo and brand havea new tagline, “Greater for You.”
Together, the changes aim to better reflect the organization’s scope of work and more effectively convey its message to members and the community. The new tagline and mission focus on how the chamber elevates individuals, businesses and the community in three overarching ways: resources to support growth, attracting and retaining talent, and community impact.
“This process has been more than just updating language, new colors and a new look. It’s really about improving our engagement with our members and growing a broader sense of awareness of the ways we support you, our businesses and our community,” Radke said.
The new look and message are the result of close to two years of internal discussions among staff and the chamber’s board of directors.
The chamber eventually hired De Pere-based O’Connor Connective to conduct research, member surveys and focus groups with stakeholders. CEO Bridget O’Connor said the results showed everyone sees the chamber as a committed and valued partner, but that its messaging didn’t convey the breadth of what the chamber does. The new brand aims to change that.
O’Connor also told the community leaders gathered at the chamber’s Broadway District offices for the reveal that the chance to help the Greater Green Bay Chamber was a personal honor for her.
“The chamber has advanced our organization in incredibly meaningful ways since we launched 13 years ago. I could not think of another organization that we’d be more proud to serve,” O’Connor said.
Ryan Krumrie, chair of the Greater Green Bay Chamber Board of Directors and an attorney with Hager, Dewick & Zuengler, said the new brand, mission statement and tagline, “greater for you,” unites the core focus of the chamber’s mission:
He said feedback made it clear members “wanted to see a chamber that better reflects today’s greater Green Bay: A region that’s growing, innovating and attracting new talent and opportunity” and that he believes the new brand will serve that mission for years to come.
Contact business reporter Jeff Bollier at (920) 431-8387 or jbollier@gannett.com. Follow him on Twitter at @JeffBollier.
This article originally appeared on Green Bay Press-Gazette: Greater Green Bay Chamber unveils new logo, message to support member-focused mission
Reporting by Jeff Bollier, Green Bay Press-Gazette / Green Bay Press-Gazette
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