The Marketing Machine Delivers New Brand Identity to Wake County Bar Association

RALEIGH, N.C. -- Innovative creative services agency The Marketing Machine ( is in the process of launching the second phase of a comprehensive rebranding project for the Wake County Bar Association (WCBA). Some of the pieces delivered so far include a Messaging Document, outlining the 2400 member organization’s value proposition, a new logo and color palette, and new marketing collateral including a newsletter, email elements, and signage for member luncheons.

“We’re at a point of transitioning from a re-brand initiative to building their unique marketing message which will include retooling and developing the ongoing components required to attract and retain members,” Paul Spinak, president and creative director of The Marketing Machine, said.

The agency began work in the summer of 2014 to help WCBA develop a successful way to attract the roughly 2,500 active attorneys in Wake County who are not yet part of the WCBA. During the rebranding process, Spinak said, TMM also helped the polish up the language that not only helps with that primary initiative but also helped WCBA communicate their benefits to existing members more effectively.

One of the more important touch points for the WCBA is the swearing in ceremony where custom welcome packets are given to new attorneys, explaining benefits and helping with their transition into the professional legal community.

“We wanted to put forth a really solid, distinct, customized pocket folder with a big ‘wow’ factor that could be used as a keepsake and shared, making an unforgettable first impression and serving as an interesting, well-received vehicle to carry important information about the WCBA along with the Tenth Judicial District Bar,” Spinak said.

Although a brand new website is further down the road, immediate web-based initiatives for 2015 include creating a new member signup page featuring a responsive design (for mobile use), as well as a social media dashboard. Supporting efforts will include email and direct mail campaigns to reach potential new members and drive them to the signup page.

The WCBA assigned a task force providing The Marketing Machine with insight and feedback. This helped in the design of the logo, Spinak explained, when his team went back to the task force with a suggestion of emphasizing the uniqueness of the word “Wake” within the logo, which was reflected in the new “W” icon design. The movement elements in the logo connoted the organization moving forward, while the fonts served as a traditional anchor for the WCBA and the color reflected the green landscape found throughout Wake County.

“The overall result is approachable and friendly, which is a good reflection on the organization,” Spinak said.

The WCBA serves legal professionals with a myriad of professional, educational and social activities to promote a closer union and fellowship among lawyers and judiciary and promote high standards of professionalism and ethics. For more information visit

The Marketing Machine uses its portfolio of essential core services to keep clients’ brands in front of prospects and customers and to grow their market share, providing quality, innovative marketing consulting; advertising campaign development; creative services; web design, strategy and internet advertising; direct mail; email marketing; and a wide array of supporting services such as video production, photography and public relations.

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About The Marketing Machine
The Marketing Machine is your go-to partner for comprehensive branding, marketing expertise and strategy, campaign planning, project management and graphic design solutions. We are an innovative creative services agency specializing in helping our customers develop and grow their businesses, whether it’s a company getting serious about their marketing or a high-profile nonprofit or corporation whose marcom staff is wearing too many hats and needs a reliable partner. The Marketing Machine boasts years of experience and expertise working with business owners, C-level executives and marketing directors as an outsourced member of their internal team, enabling TMM to address every project with open communication and a focus on professionalism. Our creativity-friendly business structure and location in the heart of the action in downtown Raleigh help create an environment of excitement and innovation in our team that’s passed along to our clients in the work we do. Learn more about how you can start building and maintaining a strong brand at