New Name, Same Fun
The American Advertising Federation of Greater Rochester (AAFGR) is a professional non-profit organization dedicated to protecting and promoting the advertising industry, hosting numerous programs, events, and initiatives throughout the year.
In the past, AAFGR hosted a fun and engaging monthly speaker series called 20 Minutes and a Beer (20MAAB)–a 20-minute talk on topics related to advertising and/or marketing paired with beverages and networking among the Rochester community and beyond. Their goal is for every presentation to be educational and inspiring for their audience.
the challenge
It’s time for 20MAAB to be more inclusive with the Rochester community. When expanding AAFGR’s network of supporters and partners, the “beer” portion limits their audience. The rise of non-alcoholic beverages has made its mark in the Rochester food scene, expanding the number of patrons who can enjoy a day out with friends or family. The same can now be applied to members of AAFGR, whether you’re an underage college student, a health-conscious consumer, or planning to drive home post-event.
the strategy
20MAAB is a memorable acronym amongst seasoned members of AAFGR (no pressure!). As a brand new member of the AAFGR, I used this opportunity to give 20MAAB a facelift, starting with the name.
Events hosted by AAFGR, such as 20MAAB, are active and energetic. It’s an event for speakers and guests alike. The presenters and speakers who are asked to spread their marketing knowledge give 20 minutes of their life’s work, inspiring others to simply show up and show out.
As the mood board was developed, the designs took a retro approach, marrying Greater Rochester’s past with its stylish future. Think Kodak in a groovy, gritty light. Soft gem tones are chosen as the color palette, creating a warm, welcoming feel. Bold, edgy display fonts are paired with AAFGR’s sans-serif, Mont, for balance.
the new name
And thus, Give Me 20 was born. Riffing on the phrase heard in gyms around the world, Give Me 20 plays up the health benefits of seeking knowledge—and how easy it can be if you just show up.
With an illustrative approach, Give Me 20 uses a bold golden yellow with a heavy, light maroon shadow, similar to how a presenter stands under a spotlight. The tail of the “g” meets with the top, or tittle, of the lowercase “i” and transforms into a microphone. Not only does the microphone represent the speaker or presenter of the evening, but it also amplifies all voices amongst the Rochester community.
the brand book
Give Me 20’s comprehensive brand book is the blueprint to its new visual identity. The structural integrity of the logo, color, typography, elements, and usage drives consistent application across digital and printed formats for future AAFGR pieces.
Greater Rochester and its American Advertising Federation sector drums up massive success from its ability to embrace growth, change, and influential impact. AAFGR’s forward-looking approach into the new year is guaranteed to continue positive progress for the future of their community they inspire with each and every hosted event.
It was an absolute honor to work on this rebrand. The members of the AAFGR and I are incredibly excited to see where the future of Give Me 20 takes us.
