The Craft & Hobby Association has changed its name to the Association for Creative Industries, a new brand that the Elmwood Park, N.J.-based group said will coincide with changes in member programs and benefits.

The new name and logo was unveiled Sunday at Creativation, the association's annual trade show, held this year in Phoenix, Ariz. The group also launched a redesigned website.

"Our rebranding coincides with our vision of a healthy, vibrant and innovative community that enriches people's lives through crafting and other creative activities." AFCI CEO Mark Hill said. "Our new name is the beginning of AFCI serving as the leading advocate, information resource, research partner and friend for our thousands of global member companies. It was intentional for our new name to incorporate "for" because everything we do and strive for is FOR our members."

To arrive at the new name, the association formed a branding task force comprised of members of the board of directors and Verse Group, a strategic research and creative branding firm. The association also spent the past year formulating its new strategic roadmap, story and visual identity through extensive market research, personal interviews and surveys with member and non-member companies. In addition, the latter was designed to develop improvements to programs, benefits and opportunities for the membership.

The new logo and brand can be viewed on the web at www.craftandhobby.org.

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