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Cape Chamber

The voice of regional development.
Operating from southeast Missouri's economic hub, the Cape Girardeau Area Chamber of commerce is the lead advocate for local businesses and members. In 2016, the Chamber chose rustmedia to redevelop their brand identity, celebrating 100 years of operation. Our goal was to move perception of Cape from a quaint river town to th forward-thinking, welcoming economic center that it is.

Clarity + Strength

We spent quite a bit of time discussing the goals of a rebrand with key stakeholders in the Chamber and Visitor's Bureau. It became clear that the new brand should express strength and modernity. "This isn't your grandfather's chamber." Our solution was to develop the polar opposite of the existing brand. No references to the Mississippi, no overly stylized elements. We even changed the name. The Cape Girardeau Area Chamber of Commerce became Cape Chamber.

The rebrand went well beyond a logo design. We worked with the Chamber to redesign email communications, print collateral, applications and develop a consistent tone and message.

The Arc

The base of the logo was the arc, representing the core values of the Cape Chamber. The arc is a connection. A bridge. It represents the literal art of connecting members to the community and consumers to local businesses. It also serves as a reminder that the Chamber is a vital part of the community cycle. Finally, the arc is a smile. The welcoming and helpful nature inherent in the Chamber's advocacy.

The arc allowed us to build a visual language—graphical elements to be used in design and make marketing materials uniquely Cape.

Visit Cape

While we were developing the Cape Chamber brand, we were also exploring the identity of the Cape Girardeau Convention and Visitors Bureau. The CVB and Chamber work together closely to promote the region and would be moving into the same facility at the end of the year. It was decided that a similar solution worked well for the CVB, and in 2017, they became Visit Cape.