“Working with Miss Details has brought the Council to a new level of creativity and strategy, with enhanced focus on promoting the value of the Council as opposed to simply branding specific events. With their help, we have established AZTC as the representative organization for the needs of technology businesses in Arizona.”
- M. Merrell, Marketing Director
HOW A TRADE ASSOCIATION ELEVATEDTHEIR BRAND TO ELEVATE MEMBERSHIP
ARIZONA TECHNOLOGY COUNCIL
The Arizona Technology Council (AZTC) is Arizona’s premier trade association for science and technology companies. The group was founded in 2002 to connect, empower, and engage tech businesses across Arizona through educational seminars, business legislative lobbying, and networking events.
In the past, the Arizona Technology Council’s marketing heavily focused on events. However, businesses gain so much more from their membership: exposure, advocacy, and resources to help them innovate and grow. AZTC reached out to Miss Details for help promoting all of these benefits and bringing all of their sub-brands together under one umbrella brand so they could maintain relevancy as a trade association, show off the deeper value they provide, and attract and retain members.
After getting acquainted with all of the Council’s sub-brands, events, and existing collateral, Miss Details set out to create a new visual identity that would tie everything together and reinforce that AZTC is a place for local tech businesses to grow and connect with each other, as well as the global community.
The new logo tells this story with patterns and textures that represent the fast-paced, organized, and beautiful nature of technology. Complementary imagery also conveys movement and the connections that the Council creates. Miss Details extended these design elements through all of AZTC’s new collateral to reinforce their story at every touchpoint.
AZTC’s fresh, forward-thinking brand strategy is a true testament to growth and longevity. The new brand helped the association elevate their reputation in the marketplace and grow to 850+ members. Years later, AZTC still uses the identity Miss Details created in all of their marketing. With our help, the Council has become an established, go-to source for networking events, education local tech jobs, and more — all under one cohesive brand.