Clarity
The existing name did not immediately communicate the association’s modern Total Rewards focus.
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Transforming a Traditional HR Association Into a Modern Total Rewards Community
ATX Total Rewards brings together compensation, benefits, and HR professionals across Central Texas. As the field evolved, the association needed a brand and digital presence that could reflect the strategic role its members now play inside modern organizations.
ClientATX Total Rewards
FormerlyCentral Texas Compensation and Benefits Association
FocusBrand Strategy & Identity · Website Design & Development · Member Experience · Growth & Activation
LocationAustin, Texas
The organization
A Professional Community Built Around Better Workplaces
Founded to advance compensation and benefits expertise across Central Texas, the organization gives HR and Total Rewards professionals opportunities to learn, exchange ideas, build relationships, and strengthen their impact inside the organizations they serve.
As the profession expanded beyond traditional compensation and benefits, the association itself needed to evolve. Its members were helping employers think more strategically about the complete employee experience—but the existing name, identity, and website no longer communicated that broader role.
The challenge
The Organization Had Evolved. Its Brand Had Not.
The Central Texas Compensation and Benefits Association had history, credibility, and an established professional community. But its long name, abbreviated identity, and dated digital presence made the organization feel more limited than the value it provided.
The association needed to become easier to understand, easier to remember, and more relevant to a new generation of HR leaders. This was not simply a visual refresh. It required a clearer expression of who the organization had become and where it intended to go.
Relevance
The brand needed to reflect the changing role of compensation, benefits, culture, and employee experience.
Connection
The website and communications needed to make participation, learning, and membership feel more accessible.
Testimonial
“
It was a pleasure working with you throughout this process. Your creativity and expertise brought our vision for ATX Total Rewards to life, and we couldn't be happier with the result.
Adrian SolomonidesBoard President at ATX Total Rewards
Brand strategy and identity
A Brand and Website to Communicate Relevance and Authority
We repositioned the association around the language its audience already uses: Total Rewards. The new name connects the organization directly to Austin while expanding its relevance beyond a narrower compensation-and-benefits category.
The identity combines the energy of Austin with the authority expected from an established professional association. A forward-leaning mark expresses movement and progress, while bold orange and deep blue create a system that feels confident without becoming institutional.
- Confident
- Progressive
- Connected
- Modern
- Credible
- Human
Member value
Demonstrating the Value of Membership
The website needed to do more than introduce the association. It needed to make the value of participation visible—showing professionals where they could learn, build relationships, discover upcoming programs, and strengthen their impact inside the organizations they serve.
We brought membership, events, professional development, and community opportunities closer to the surface. The result is a clearer path from first impression to meaningful participation.
Website and member experience
Optimizing the Website Experience to Serve Members—and the Association
We designed the experience around the actions that matter most: understanding the organization, discovering upcoming programs, becoming a member, registering for events, and staying connected.
The public-facing website works with the Wild Apricot systems leadership already uses to manage membership, events, and organizational activity. That gives ATX a more credible public presence without creating another disconnected system behind the scenes.
Results
A Brand Ready for What Comes Next
Measured impact
0%
Immediate increase in event attendance following the brand launch.
“
It was a pleasure working with you throughout this process. Your creativity and expertise brought our vision for ATX Total Rewards to life, and we couldn't be happier with the result. We appreciate all of your hard work and partnership and are excited for what's ahead for our members and the Total Reward community!
Adrian SolomonidesBoard President at ATX Total Rewards
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