FROM belonging TO leverage.

Greater Rochester Chamber of Commerce (GRC) found itself at a critical juncture. In an era when economic uncertainty often makes memberships the first budget cut, GRC needed to prove that its membership wasn’t a line-item expense but a long-term investment in connection, growth, and business success. 
That shift began with a bold new brand strategy—one that captured the Chamber’s true scale of impact, clarified its purpose, and positioned it as the leader powering Rochester’s business future. Through a single collaborative AI Bravestorm, we redefined the GRC brand around the insight that GRC is an indispensable hub for regional business growth. That membership is more than belonging—it’s leverage. 
Strategy alone wasn’t enough. The next challenge? Express that transformation in a creative idea that inspired current members, attracted new ones, and made the value of GRC undeniable.
You’re in good company is a rallying cry that reframes GRC as a catalyst for ambition, a connector of opportunities, and a competitive advantage for every member. It tells business leaders that they're not just joining a network; they're joining the company of the region's best.
With this core idea in place, we built a full brand system—messaging, visual identity, and activation—that moved GRC from a membership organization to a driver of regional economic momentum. The brand now leads with confidence, reflects the energy of the region, and makes one truth clear: in Greater Rochester, success is better shared.