Voices of Mahomet

Mahomet Area Chamber of Commerce: Digital & Brand Transformation A strategic redesign of the Chamber’s brand and digital ecosystem to strengthen regional connectivity and social infrastructure. Utilizing UX audits and co-creation workshops, the project delivered a scalable system that reinforces the Chamber’s role as a central hub for community and economic engagement.

Three gaps revealed through the initial research and A Brand Diagnostic workshop - that explained the fractured identity of a growing community - Mahomet Area Chamber of Commerce.

Inconsistent Branding

The brand felt emotionally unclear and fragmented, leading to confusing messaging across platforms. Communication was focused on current events rather than proactive, strategic storytelling about the community's long-term identity and strengths.

Brand Confusion

MACC's logo and identity were often confused with those of the Village of Mahomet, undermining its unique role as a business advocate. MACC's purpose was unclear to potential members, making it difficult to justify membership fees and investment in community development.

Emotional Disconnect

While seen as a supportive organization, the brand lacked the warmth, pride, and emotional resonance that truly reflected the community's spirit. Businesses, residents, and the board lacked a shared vocabulary or vision for the future, hindering collaborative growth initiatives.

Phase 1

Stakeholder Insights and Discovery

To ensure the Chamber’s evolution was rooted in community needs, I facilitated a Brand Diagnostic Workshop centered on stakeholder alignment and co-creation. By conducting a deep dive into MACC’s Brand DNA, Value Pillars, and audience perceptions, we identified critical gaps between the Chamber’s leadership shifts and community expectations. This collaborative audit served as the strategic foundation for the project, establishing a shared roadmap to strengthen local trust and redefine the Chamber’s role as a vital hub for regional economic resilience.