Connecting an industry leader to its members.
Driving connections and relevance.
For nearly 60 years, The Midwest Society of Association Executives had led the charge in the advancement of association professionals. As the organization approached its milestone 60th year, they hit the pause button and explored the possibility of a brand refresh. Over the years, MSAE’s audience changed from primarily association executives to include all association professionals. With that in mind, it was concluded that MSAE would undergo a complete rebrand, including a renaming of the organization.
- Identify with a name that more succinctly captures who we are and what we do.
- Achieve a branding solution that positions us for the future by bringing a new energy and relevance to our brand.
MSAE created a rebrand task force to engage in the process. The task force consisted of three board members, three staff members, three general members and two branding experts from our team. Having the right mix of people committed to the process played a key role in the success of this rebrand.