by Nicole Prelgo, Mercury Creative Group and Angela Kisskeys, Associations North
The Midwest Society of Association Executives (MSAE) is the ‘association for associations’ with more than 1,200 association members from over 350 associations in North Dakota, South Dakota, and Minnesota. For nearly 60 years, they have led the charge in the advancement of association professionals. The 60--year milestone served as an impetus for their organization to hit the pause button and explore the possibility of a brand refresh. The idea was explored internally and the decision was made to proceed with the refresh. Simply put, a rebrand is a sharpening of the focus on what your brand stands for, and for whom.