The Traverse City Area Chamber of Commerce has successfully completed and launched its rebranding of the Young Professionals program that will be known as FUSE.
The rebrand follows a six-month effort led by LeadPlan Marketing/Hardy Design that included gathering extensive input from program members. The new title and logo were unveiled last week.
“We started this rebranding process because The Traverse City Young Professionals program has come a long way. While the former name and logo had served us well in the past, it struggled to reflect and relate to today’s young professional,” said Immediate Past program Chair Lauren Harris, who led the organization in 2016-17.
The previous branding included four interlocking briefcases and “TCYP” in lowercase letters. The new branding features a lowercase “f” designed as interlocking thought bubbles or quotation marks. The change is designed to more clearly portray the connection elements of the program and better identify with the reasons prospective and current members are involved.
“We wanted the program to identify more closely with what we do for and in our community rather than how old we are or the closest City to where we live” 2018 program Chair Valarie Handy said. “Yes we’re young, and we live in the Grand Traverse region, but the program is about connecting people together and getting involved in our community. After almost 10 years it was time to refocus our image in the community. Updating the name and look of the program will go a long way towards shifting the focus towards the action and impact our members are making in the region.”
The name change initiative began in late 2017 and was revealed by Handy at the FUSE Morning Brew event on Thursday, January 18, to a standing room only crowd. The event included a synopsis of the 10-year history of the program, where it is today, and where it is headed for 2018 and 2019. The full presentation is available on the Chamber’s website at www.tcchamber.org under the Programs tab.