History:
AmCham has a long history in Shanghai stretching all the way back to 1915 and it is the largest AmCham in the Asia Pacific region. It is also the most active and member-focused AmCham in China.

Their personal vision is for the American Chamber of Commerce in Shanghai to become the leading international business association in China.

Obviously, the necessity for such an important organization to have a clear and unique brand identity is paramount.

Brand development:
Representing 1,700 companies and 3,700 individual members and organizing with over 300 events per annum, AmCham needed to ensure it had a strong brand Identity, which does represent internationally recognizable, consitent and projecting AmCham as the leading advocate for american Business.
AmCham’s old brand signature and positioning could not deliver the organizations attributes and core values. It was not flexible enough to adapt for different usage.

AmCham therefore called upon PG to unite and create a new relevant and powerful brand identity.

Key Insights:
How you perceive yourself, how others perceive you and most importantly, how you wish to be perceived are significant when determining a company’s image and identity.

In order for us to develop a clear understanding of AmCham’s true vision, we held a series of brainstorming workshops involving both internal and external participants, to gain as clear a vision as possible of their personal brand vision, identity and brand perception.
Brand Strategy:
The following definitions emerged as the key elements to represent both the internal and external perceptions of the organization:
American
Professional
Leadership
Voice

These four key attributes of AmCham’s new brand identity needed to be reflected through the design and identity expression. They are the criteria of being clear and focused with powerful positioning, representative of the core values and foundation of the organization itself.

A New Identity:
Having defined the strategy, we then set about creating a distinctive brand strategy and identity to embody AmCham’s specific objectives.

The strong American colours and symbols were kept, to add sense of familiarity and security for American expat's in a foreign country. Ultimately a strong, focused identity is used consistently and flexibly.

Result:
With a brand new, unique identity, AmCham has distinguished itself from other business organizations externally and internally from other AmCham’s in China and across the globe.

We received great feedback from The Government and board of directors after the launch of the new brand identity. And the numbers speak for themselves: AmCham has become the biggest chamber of commerce in the world.