The Economy League of Greater Philadelphia brings together a diverse group of leaders to analyze and provide impactful research in order to forge a path for prosperity in the region. After working with Untuck to develop an identity for their World Class Initiative, the organization was set to take the plunge to rethink the organizational brand. The visual identity was becoming less recognizable than some of its sub-brands—the Greater Philadelphia Leadership Exchange and the World Class Philadelphia Initiative—and was in need of a little TLC.
Through a series of workshops and discovery sessions, we worked with the Economy League leadership team to resolve brand architecture issues the organization was experiencing. We consolidated all existing sub-brands under a centralized visual identity system that mimicked the parent brand to set a course for future extensions. What followed was a comprehensive engagement that extended to all touch points in stationery, report systems, user interface, and so much more for a thoughtful and fresh identity reset.
The parent logo consists of three forward moving arrows that represent the Economy League’s approach: analysis, insight, and strategy. The Leadership Exchange (GPLEX) logo is also an abstract representation from the letter 'X', meant to signify connections and collaboration. After a few adjustments to our existing World Class logo, the system became a complete family.
We continually expand the visual identity for the GPLEX leadership development program through in-region conferences and out-of-region learning visits. The initiative exposes leaders to new insights and ideas, forges new connections across sectors and industries, and deepens participants’ understanding of Greater Philadelphia’s potential.
