A comprehensive re-brand for a regional leader
Growing Buffalo from the outside in.
Formerly known as Buffalo Niagara Enterprise, Invest Buffalo Niagara 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 due to its vague branding. Trusting Block Club’s role in Buffalo’s resurgence, Buffalo Niagara Enterprise called us to re-brand the organization. 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 to hit the ground running.
- Videography: John Paget/Paget Films