CASE STUDY

BACKGROUND

Founded in 1945, the Association of American Publishers (AAP) is the national trade association representing the American book publishing industry. AAP's members include major commercial book, journal, religious, and educational publishers in the United States, along with smaller and non-profit publishers, university presses, and scholarly societies.

     The association is known for tracking publisher data through its StatShot Monthly and StatShot Annual programs and recognizing excellence in professional and scholarly publishing with the prestigious PROSE Awards. In 2019, AAP enlisted BlueFusion Creative & Marketing Group to refresh its brand and revamp its website to better serve its stakeholders.

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PROCESS

BlueFusion collaborated closely with AAP’s leadership team to devise a new brand strategy tailored to appeal to its varied stakeholder groups, including publishers, authors, U.S. and state lawmakers, the U.S. Copyright Office, and others. The comprehensive rebranding effort began with a redesigned logo that presented a clean, modern, and professional aesthetic, emphasizing the "Publishers" aspect more prominently. To ensure consistency, BlueFusion developed a Brand Standards Guide and updated all print and digital marketing materials to reflect the new brand identity.

     Central to the rebranding effort was the redesign and launch of AAP’s new website, publishers.org. The revamped site featured a more engaging design, improved functionality, and robust content to better serve AAP’s diverse audience. BlueFusion's holistic approach ensured that the updated brand and website resonated with all stakeholders, enhancing AAP’s overall presence and effectiveness.

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RESULTS

The rebranding initiative helped to elevate AAP's profile and visibility within the publishing industry. The updated website saw a substantial increase in web traffic, reflecting its enhanced usability and engaging content. Additionally, AAP experienced a notable rise in social media engagement, further expanding its reach and influence. AAP continues to enjoy membership growth, with more publishers joining the association each year.