Harnett County Economic Development

Harnett County Economic Development

Overview: The staff felt that the industrial-feeling marketing materials they were using did not reflect the organization or the area in which it was located. They wanted to have something that created an impression that was authentic, so that when potential developers visited the area there was not a disconnect between what they had received in the mail and what they were viewing as they toured the area. The Challenge: Harnett County Economic Development is responsible for a diverse and rural area in North Carolina. Agriculture and textile manufacturing had been the major economic drivers until tobacco and textiles faded. The area has a lot of available land and a convenient proximity to both Research Triangle Park, Raleigh Durham International Airport and Fort Bragg. But there are few amenities and the education level and per capita income are not high. Point of Distinction: In addition to being midpoint between RTP and Fort Bragg, the area has great natural beauty. It is possible to have a comfortable rural lifestyle and have easy access to urban amenities. The rolling hillsides and water features make it aesthetically pleasing while the highway system allows residents to take advantage of the international airport, the capital city (Raleigh) or RTP. There is a large population of retired military in the county with good training and work ethic. Articulating the Brand: The redesign of the marketing collateral focused on the natural beauty of the county and proximity to RTP and Fort Bragg. A rural lifestyle with easy access to urban amenities. Print and web ads concentrated on available land, a highly trained workforce and the central...
This is Angier!

This is Angier!

Angier, NC Overview: Angier, North Carolina wanted to create economic development collateral to help raise awareness of what this small town has to offer. This was seen as the initial step in identifying points of distinction and a path to creating a brand for the community. The Challenge: This little town (pop. 4,713) is almost invisible in the state of North Carolina. It is southeast of Fuquay-Varina and sits on an east-west/north-south crossroads, but the most beautiful part of the town is not obvious to travelers that pass through that section of town. The natural beauty of the area is obscured by the unfortunate, unsightly development along the highway corridors. The residents are active in their churches, but have not come together in a consistent, helpful way to help revitalize the town. Building community support is a big part of helping create a brand for this town. Point of Distinction: Angier has a well-defined town square, complete with a remarkably well-preserved depot. The defined square is unusual in a town that is not a county seat. The square also has a well-maintained gazebo and train caboose in the square. The storefronts that border one side of the park (on Main St.) have pleasing architecture. This is a walkable community—the town has invested in a sidewalk system to improve connectivity. There is a well-maintained community park with ball fields and a walking trail located within two blocks of the town square. Articulating the Brand: Town leaders have wisely realized that community-building must be done before a formal branding initiative is launched. Communication between residents and elected officials must be strengthened...
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...