Technology has changed a lot since Capital Community Television first hit the airwaves in 1989 — as has the many ways this nonprofit serves Salem-area residents. With online and streaming video now the norm, and the fact that FM radio would soon be added to the lineup, a brand identity reboot was slated. But could it be pulled off in the midst of a pandemic?


  • Strategy

  • Messaging

  • Naming

  • Branding

  • Marketing Tools


The organization’s former name was well known, but it didn’t capture the full breadth of its mission. While Capital Community Television (CCTV) did serve as Salem’s only TV station, the organization’s offerings now also included local radio, free studio space for individuals and nonprofits, and career development opportunities for youth.


To better reflect its role in the community, the nonprofit media center asked the MAC to guide them through a comprehensive rebranding effort that included naming, messaging, and brand identity design.


Our goals for the project were to:

  • connect to diverse audiences of all ages;
  • increase awareness of the organization’s expansive services;
  • appeal to financial donors in order to support their new, diversified funding model; and
  • maintain a tone, voice, and look-and-feel that is appropriate for a community-based non-profit.

Before and after: The old CCTV logo compared with CC:Media’s new logo and tagline


Working closely with our client each step of the way, we followed our time-tested processes to develop and rollout their new branding.


It all started with an in-depth research and discovery phase where we led a half-day messaging workshop with the organization’s staff and board members. From there we generated naming recommendations that included a new name for the parent organization — Capital Community Media — as well as a system for current and future sub-brands (CC:TV, CC:Radio, etc.). Ultimately, we built out a full messaging toolkit with a tagline, positioning statement, elevator pitches, and website copywriting.


Our logo design process began with presenting moodboards to determine the general creative direction and style. Next, we developed black-and-white concepts and ultimately a full logo identity system that included a vidid color palette, supporting artwork tools, and a comprehensive brand book with guidelines for using the logo, fonts, and other elements. We also applied the new identity to CC:Media’s collateral, website, signage, vehicle graphics, and more.


Finally, we supported our client during the public brand reveal with social media graphics, digital templates, and a press release.

What drew us to the MAC was their research-driven, strategic approach to the project. Their assessment of our organizational goals, challenges, and core audiences was thorough and comprehensive.

Kirimi Flitter, Programming & Promotion Coordinator

We liked MAC’s work with other organizations in the Mid-Willamette Valley. These campaigns caught our eye. We needed the same energy, fresh look and compelling combination of images and words. MAC delivered.

Alan Bushong, Executive Director

Positioning Statement:

Capital Community Media is a multimedia center in the greater Salem area that provides local content, education, and a platform for people who want to hear and be heard by their community.

MAC helped a non-profit with deep local roots modernize their image and better connect with diverse audiences — then supported them in the launch of their brand identity in the midst of a pandemic, successfully setting up for the next 30 years of serving their local community. 


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