The US Chamber of Commerce is the world’s largest industry association, located in a prominent position in Washington, opposite the White House. It is influential in US politics and with policy making across the world.
The Global Intellectual Property Center (GIPC) is a key division of the Chamber, representing companies that have Intellectual Property (IP) issues such as pharmaceutical companies, Hollywood film studios, major trademark companies, some of the world’s biggest companies, including GE, Microsoft, and IBM, and some of America’s biggest sports leagues such as the NFL, and NBA.
The GIPC engaged us to set the strategy for a complete overhaul of its branding, marketing, and communications. The key challenge was that the strength of the GIPC brand was derived from the Chamber; a conservative image of red, white and blue. However, the GIPC would benefit from more innovative brand communications—considering members are making blockbuster movies, finding cures for disease, revolutionising our world with new technology.
This was a brief in which we leveraged brand storytelling and archetypes in order to create a powerful brand identity for the GIPC, reframing dry policy positions into meaningful messages—better aligning the brand with its member organisations, and delivering cut-through messages that better articulate why Intellectual Property rights really matter.