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Revisiting the Invest Buffalo Niagara Rebrand

Buffalo Niagara Enterprise, a longtime client of Block Club, approached us for help with a comprehensive rebrand of their organization that included research, naming, identity, collateral, a new website and, ultimately, announcing the rebrand.

The organization is the region’s leading economic development organization working to attract new business, employers and investment to the region. But despite being a major stakeholder in the region’s economic development, their brand was getting lost in the shuffle; they felt their existing name was too vague and that elements of the brand had not sufficiently grown in tandem with the region’s growth.

We began by coordinating and conducting in-depth interviews with key stakeholders in the projects, including CEOs of major regional businesses, economic development leaders, politicians, investors, clients and the organization’s internal team. These discussions informed our development of sharper positioning, value propositions and key attributes. We then developed a new name, tagline and identity. The new identity speaks to the power of investment in Buffalo Niagara and celebrates the collaborative nature of their work, as seen in the wordmark’s overlapping layers. The brandmark breaks down the name to a colloquial “In B-N.” Stationery, collateral materials, a new website and print ads completed the implementation of the new branding. Finally, a rollout video and brand standards guide helped Invest Buffalo Niagara hit the ground running.

From the official Invest Buffalo Niagara press release: “I want to recognize and thank our partners at Block Club for their contributions to this rebrand initiative,” said Jenna Kavanaugh, Chief Operating Officer of Invest Buffalo Niagara. “Together we engaged in a formal brand review process that included substantial research, competitive analysis, client evaluation, surveys, organizational dialogue and ideation. The result is a modern name and new look that allows us to keep pace with local economic progress and best tell the story of our community’s attractiveness for business investment.”

View the full case study here.