The St. Paul Area Chamber’s old brand was drab, dated and misrepresentative of their organization and community—however, their biggest transgression was perhaps not connecting with their audience. We responded by creating a brand new visual identity that was bold, engaging and dynamic. Aditionally, we devised a digital strategy and campaign to launch the new identity with a branded hashtag: #connectingstp. Through targeted Facebook and LinkedIn ads, the campaign both introduces and leverages the new brand, to generate interest and engagement with the St. Paul Area Chamber's expanded and clarified offerings.