During one of my last semesters in design school, my classmates and I were assigned pro-bono work with several of the area’s nonprofit organizations. Myself and two other teammates were given the opportunity to work on several projects for the Traverse City Area Chamber of Commerce, arguably the highest-profile client in that year’s nonprofit pool.
In addition to the changes made to the existing TC Chamber identity (covered on another page), the organization needed logos for several of their sub-programs, including Leadership Grand Traverse, a professional development curriculum for up-and-coming members of the Traverse City business community.
Of the four initial concepts presented, two were preferred; these had been developed around the ideas of 1) the distinction of leadership, and 2) the intentional undertaking of the [potentially arduous] self-development process which produces successful leaders. The former was eventually chosen, in part because the wave-like quality of elements within the mark related well to the main Chamber identity.