Associations West
Building a bold new identity for an expanded member base
Formerly known as CalSAE (California Society of Association Executives), Associations West is a member-driven organization that connects, supports, and empowers leaders across the association industry. As their community and influence grew beyond state lines, the organization recognized the need for a more inclusive name and brand, one that reflected their evolving mission and the diverse professionals they serve.
Client
Associations West
Services
Naming & Brand Strategy
Branding
Messaging
The Challenge
A legacy name no longer fit the future
While CalSAE had long been a trusted resource for association professionals, their name and identity no longer captured the organization’s reach or relevance. They needed a brand that honored their legacy while signaling growth, inclusivity, and connection across the broader western region. Beyond a new name, the organization sought a stronger visual identity that would elevate their brand presence and resonate with both members and partners.
Stylescapes
Exploring multiple directions before design begins ensures our team and the client start with a unified vision. Stylescapes help illustrate the visual language by showcasing existing work with a similar aesthetic.
Logo Sketches
Beginning with loose sketches lets us test a variety of ideas quickly and efficiently, providing clients with more options and creative flexibility.
Logo Design
After a direction is chosen, we focus on refining the mark, bringing forward the most meaningful elements and ensuring the concept is clearly and intentionally expressed.
Our Approach
Strategy first, design with purpose
To reimagine the brand, we:
01
Conducted brand workshops with leadership to ensure alignment on mission, values, and goals.
02
Led strategic positioning and naming exercises to capture the organization’s purpose and expanding reach.
03
Developed curated stylescapes to explore typography, color palettes, photography, and design directions that reflected growth and connection.
04
Designed logo concepts that embodied energy, professionalism, and the strength of association leadership.
05
Created a complete brand guide that they could use to strengthen the brand across multiple touchpoints.
The Solution
A confident new brand for a connected community
The solution centered on building a unified brand platform that clearly reflected who Associations West serves and what it stands for. We recommended the name Associations West as a simple, inclusive banner for association professionals across the region, giving the organization a clearer, more memorable presence in a crowded landscape.
Visually, we designed a modern, confident logo that expresses connection and forward movement, supported by a flexible system of typography, color, and graphic elements that can scale from intimate roundtables to large conferences. Paired with practical brand guidelines and communication tools, the new identity equips Associations West to show up consistently, speak with clarity, and confidently connect members.
The Results
01
Delivered a new name and identity that better reflects the organization’s expanded mission and reach.
02
Introduced a standalone logo mark that strengthens brand recognition and flexibility.
03
Established a clear visual system and guidelines to ensure consistent communication.
04
Positioned Associations West as a modern, inclusive leader in the association community.
I’d highly recommend Page Design for branding services. The staff was very talented, organized, easy to work with and responsive. They listened well and stayed flexible throughout. The process they used was excellent – a very thoughtful and well calibrated set of exercises that helped clearly define our brand. The bottom line is our members love the new brand and logo and I’m just delighted with the results.
Jim Anderson
CEO, Associations West
Ready to reimagine your brand?
If your organization is ready to evolve with a new name, story, or visual identity, we can help. From workshops to design systems, we’ll guide the process and create a brand that inspires confidence and connection.
