A Unified Voice
The Watkins Glen Area Chamber of Commerce approached us needing a refreshed brand identity design that could represent its role as the unified voice of commerce, tourism, and community in Schuyler County, an organization whose roots trace back to 1889 as the Watkins Glen Business & Professional Association, incorporated in 1949, and serving as the county’s Tourism Promotion Agency since 1988. Today it represents more than 450 regional businesses and organizations, and needed a brand identity design that looked the part.
Our challenge was building a mark that felt business-like and credible enough to sit on a storefront window or a business card, distinct from the county’s tourism-facing brand, while still feeling like it belonged to the same Schuyler County family — related, but clearly its own organization.
Where it All Converges
The final identity is built around a concept the team called ‘Convergence’ — moving past a literal picture of place to weave the forces that define Watkins Glen into a single, unified ‘W.’
Fluid, overlapping lines echo the rolling waves of Seneca Lake and the cascading pour of wine, tiered stacked strokes suggest the lake’s depth, sharp angular intersections nod to the guardrails and track geometry of Watkins Glen International, and the overall shape resolves into a series of ascending peaks reflecting the surrounding glens and ridges.
Bound together, those threads represent the Chamber’s mission to harmonize its diverse sectors — tourism, racing, agriculture, and community — into one cohesive, interconnected network.
Built to Represent
The system is delivered in full-color, black-and-white, and reverse versions built to work everywhere from signage to social media — a brand built to represent Schuyler County’s businesses with the same professionalism the Chamber has represented them since 1889.
