Sometimes the essence of a community’s image shifts with the economic or cultural tides. In order to maintain reputation relevancy, the community’s brand representation needs to change accordingly. Such was the case with Hickory, NC. Stakeholders describe the city as the “former furniture capital of the world.” But industry changes resulted in lost jobs and the city’s connection to furniture became tenuous. Hickory leaders turned to North Star Destination Strategies to answer the question, “Who are we NOW?”
Because Hickory had so much equity in its existing logo, leaders chose to retain it with refinements. A new strapline, “Life. Well-Crafted” celebrates the city’s dedication to detail, quality and artistry. The ability to insert different ideas in place of “Life” makes this line infinitely flexible, which is mandatory for a community-wide brand. Visuals profile “craftspeople” using their tools – whether a spade, a medical laser or an espresso machine – as they work at their craft. Warm, natural colors of blues, greens and browns play off the city’s combination of strength and beauty.