The U.S. Apple Association (USApple) unites, advocates for, and supports the entire apple industry in the United States—including growers, packers, shippers, marketers, and other industry suppliers. Over the last two years, USApple has evolved its strategic focus to prioritize member engagement and advocacy, rather than trying to communicate to a general audience. In 2019, Mekanic supported USApple’s brand evolution in many strategically pivotal ways. First, Mekanic developed a refreshed visual identity to position the association as a forward-thinking leader in the industry with a minimalist, symbolic brand mark. It evokes the image of an apple, seasons, cycles, and forward momentum—which stands for the groundswell of young members in the industry who are making an impact. Mekanic also designed and developed a new custom WordPress website for USApple, with a more user-friendly content management system for staff use. The front-end design builds on the new visual identity with updated photography, clean, minimalist aesthetics, and prioritization of important industry updates, advocacy news, and member features. Mekanic continues to partner with USApple on a range of campaigns, marketing collateral design, and other marketing support services.