Giving a 60 year–old organization recognition and new life.

PROBLEM
The New York State Restaurant Association, a 60–year old organization representing more than 8,000 member locations, needed to improve its rates of member acquisition and retention.

SOLUTION
PM & Co conducted research among the restaurant industry and association membership and then developed a new brand platform positioning the New York State Restaurant Association as a vital, contemporary advocate/resource serving multiple industry needs. The new visual shifted the focus from the state of New York to the business of dining. A new tag line, conveying the association's mission and key benefit, was developed.