Chamber caps transformative year with new brand identity

The Michigan West Coast Chamber of Commerce is enjoying a milestone year. The organization is preparing to move into a new headquarters, was named Chamber of the Year, and expanded its reach by welcoming Holland/Zeeland Young Professionals (HYP). Now, the chamber is introducing a refreshed brand and logo to reflect its evolving role in West Michigan’s business community.

The updated identity replaces the starburst logo introduced in 2012 after the Holland and Zeeland chambers merged. Leaders say the new look is designed to be more intentional, inspiring, and aligned with the chamber’s trailblazing spirit.

“Our new brand is more than a new logo — it’s a symbol of the momentum our members have helped us build,” President and CEO Jodi Owczarski says. “It reflects the bold, trailblazing approach we’re taking to strengthen our business community. We are grateful for the support of our members and excited to continue leading with purpose, creativity, and collaboration.”

The chamber partnered with Zeeland-based marketing agency 2 Fish Company to develop the new brand. Over several months, the agency worked with chamber staff to design an identity that leaders say mirrors the chamber’s expanding role as a convener, connector, and champion for business across the region.

The brand will begin rolling out this fall across programs, media, and communications, and will be a centerpiece of the chamber’s future home, now under construction.