Association for Winning Business Professionals (WBP) Branding

SERVICES
Research | Rename | Strategy | Messaging | Logo | Brand Strategy | Visual Branding | Layout Strategy | Style Guidelines
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Project Overview

The Association of Proposal Management Professionals (APMP) needed a new name, voice, and visuals to reflect its leading stance.

GRAPHEK led the team in a comprehensive rebranding—leveraging qualitative and quantitative research, workshops, and stakeholder interviews to arrive at the name Association of Winning Business Professionals and realizing the vision with new visuals and messaging.

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BEFORE
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AFTER
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Through collaborative workshops and moodboarding, GRAPHEK discovered the team’s interest in pursuing a nontraditional identity with a forward-thinking point of view, leading the team to explore lowercase type, consider unique mark placements, and drop the letter A in AWBP to create a memorable, easy-to-pronounce acronym.

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GRAPHEK combined simple graphics, bold typography, and beautiful, conceptually resonant stock imagery to achieve a modern, clean look and feel with visual assets that can be easily deployed by those with or without a design background.

The final logo utilizes four Ws to create a “winning circle” that forms a compass rose, positioning WBP as a fundamental resource for its members.

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