Aim’s Rebrand and Website Launch

The association tasked with advocating for Indiana’s cities and towns needed a rebrand that would boldly cast their vision to every municipality in Indiana.

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Changing for the times.

A lot of things have changed in Indiana over the decades. It was time for the Indiana Association of Cities and Towns external brand to do the same. Stemming from an internal push to modernize the brand, IACT, an association that’s been advocating for stronger municipalities in Indiana since the 1890s, came to us for help with their modernization initiative, which included a new name and external launch.

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AIM: Accelerate Indiana Municipalities

We made it our goal to help IACT tell their bold story in a manner that was truly disruptive for their space (browse a few other state leagues and you’ll see what we mean). What they needed was a name and logo that embodied the vibrant and engaged organization of the now, not the past.

After an intensive research effort consisting of interviews with mayors and legislators, an email member survey, and tons of online research, our team analyzed the information and got to work generating potential new names and visual identities. Out of literally hundreds of options, everyone came together around one name and logo: Aim.

aim: indiana color palette


Creating a space to tell Aim’s bold story.

With a new name and logo, the client needed a space that would not only match the rebrand, but elevate it to the next level. To wow and inspire. Get the point across. So our team, on a tight deadline, built a website that tells the story of IACT’s transformation into a modern organization ready to fervently foster, promote, and advocate for the success of Hoosier municipalities.

The outcome of the initiative was a modern brand with a clear vision. One that is relevant and authoritative. Vibrant and engaged. Ready for the future.

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Working with Element Three was illuminating. IACT was in the process of modernizing when we engaged them, but we knew we had a long way to go—and limited time to get there.

E3 provided us with valuable research, strategic direction, and creative thinking. They guided us in choosing a disruptive name, developing a fresh look, and telling the bold story of our transformation. And they helped us build an internal buzz before we brought that story to the state legislature.”

Jennifer Simmons
COO, Aim

Today Aim is well-positioned as a modern, vibrant, and engaged organization—a leader in building a brighter future for Indiana. We couldn’t have gotten there without E3.

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