How a Brand Refresh Helped a Membership Organization Triple Event Sponsorship

AGC-CA asked us to help breathe new life into their brand in preparation for their 2020 centennial. We needed to enable the organization to celebrate a moment in time and signal a new direction — without abandoning their revered past.

The rebranding was an iterative process. We preserved and evolved the most beloved elements, like the logo. Throughout the process, we heard members, absorbed the vision of organizational leadership, and balanced their different needs and desires. Each brand element — logo variations, color palette, typography, photography style, image treatments, patterns, and textures — added to the story and contributed to a sense of energy and forward movement.

With the brand system in place, we infused AGC-CA’s 2019 fall conference with a new look, feel, and energy. Reimagined as “Construct,” the annual event took on a more sophisticated feel with new design, colors, and language.

Construct 2019 paved the way for an even more important event: the Centennial Installation & Awards Gala of January 2020 at the Fairmont In San Francisco. The event needed to tell a special story. The invitation, social media graphics, the program, the stage, and the banners reflected an understanding and respect for the past and a vision for the future.

The centennial year not only made a lasting impression on AGC-CA members but also increased the enthusiasm of sponsors.

AGC-CA’s modern branding echoes the impact of the organization — and members can proudly rally around the symbols of the community they love.

Let’s talk about how you can elevate your organization’s events and make dramatic gains in your sponsorships and attendance.