Project Background

To expand its impact on the LGBTQ+ business and professional community throughout New Jersey and to encourage those who qualify to become certified LGBT Business Enterprises, the New Jersey Pride Chamber of Commerce (formerly the New Jersey LGBT Chamber) engaged 96ANDX and its internal creative agency, Plus4, to update the organization's brand identity and positioning.

Approach

NJPCC brand update was designed to emulate LGBTQ+ prosperity, capture the spirit of the community’s approachability and courageousness, and represent how they empower one another to live their truth proudly. The NJPCC logo’s uniquely designed signature “P” stands for “pride” and ties into the strategic foundation of the organization by speaking to the forward momentum that the vibrant and dynamic community drives to the state’s local economy.

Results

96ANDX’s efforts led to a 50% increase in new members over the course of 2 months, the most widely attended event in the organization’s history, an abundance of positive press coverage, and an increase in corporate sponsorships.