Town of Fuquay-Varina

Town of Fuquay-Varina

Town of Fuquay-Varina

Overview: The Town of Fuquay-Varina has been quietly growing for the last ten years—with significant growth in the last three. Visitors from outside the town are consistently surprised by the development and pleasing amenities that have been added over the last decade. But Fuquay-Varina is still working to show outsides that it’s reputation as a sleepy small town is not accurate. As the town dealt with both growth and a bad economy, there was a desire to improve the visual image of the town without establishing the final brand. First, do no harm was the adage. Amico Brand Design worked with town staff to create a more polished identity that could be used in conjunction with the official, dated logo.

The Challenge: As the town grows and adds events and programs, there is a need for a more polished identity. But it must be restrained enough to hold a place without creating a confusing identity shift for the town as it finds it’s path to a brand.

Point of Distinction: The two communities combined to create one town and contain two points of distinction. The first is the story of the mineral spring, which brought visitors for several years to take advantage of the purported healing waters. The second is the story of the young girl (Varina) who wrote letters to a Civil War-era soldier who was far from his home in Fuquay Springs. This history, along with the two distinct downtowns, creates a point of distinction for the community. The most authentic point of distinction, however, is the fact that the spirit of volunteerism and community involvement in this town is remarkable. It’s a hard distinction to articulate, but it is authentic

Articulating the Brand: The work that Amico Brand Design has done for the municipality is to create professional, lively collateral that makes viewers aware of events and programs without creating a startling, new identity. This work should be maintained for a period of time as the town develops a stronger point of distinction.

Articulating the Brand: The work that Amico Brand Design has done for the municipality is to create professional, lively collateral that makes viewers aware of events and programs without creating a startling, new identity. This work should be maintained for a period of time as the town develops a stronger point of distinction.

Testimonial:

“I cannot say enough good things about Amico Brand Design.  The firm has added value at every facet of the Town’s marketing needs – from strategy to creative to execution – Amico Brand Design quickly became a valued member of our marketing team.  Amico Brand Design helped to maximize available financial and staff resources by thoroughly understanding our priorities and helping to plan and execute impactful marketing initiatives.  Amico is creative, sensible and smart – a marketing trifecta for smaller communities seeking to get their message out and heard.”

Susan Weis
Public Information Officer
Town of Fuquay-Varina

Skills

Posted on

March 14, 2015