Association Forum of Chicagoland

Brand Refresh for the 21st Century

This is historic — after 100 years, Association Forum of Chicagoland rebrands with McKenna Design Group. Association Forum tasked McKenna Design Group, its communications and technology partner to develop a brand positioning strategy with its BOD to build a new identity system to kick off its centennial celebration in 2016. The objective—re-invigorate Association Forum of Chicagoland and demonstrate a renewed commitment or Association Management in the 21st century. The results: a clear understanding of the value Association Forum brings to a diverse set of constituents through a Connected Community and a new identity that signals this promise to members and prospects for strategic growth. Association Forum brings people together like no other organization with a renewed sense of purpose and member value.

One of the most significant aspects of the positioning includes eliminating “of Chicagoland” in their name to bolster the reach and impact of its diverse programs and services – not limited to Chicago alone. Accelerating association management success never looked brighter.

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  • Strategic Positioning
  • Member Persona Strategy
  • Member Needs Assessment
  • Consensus Building & Leadership Facilitation
  • New Brand Identity
  • Organizational Naming Update
  • Brand Rollout Strategy
  • Press Release



The Making of a Powerful Identity: Association Forum


Association Forum Logo Debut Courtesy of CNTV®

“Our centennial celebration presents an opportunity to enhance the Forum’s position within the community. The restyled logo is a symbol of the fresh new outlook and forward-thinking mentality the association is carrying into its second century.”

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Michelle Mason, FASAE, CAE – President & CEO, Association Forum of Chicagoland

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GSA NAICS Codes 541430, 541511, 541613, 541810, 541910