Experience the Deep End of the Piedmont.
Destination by Design created a place brand strategy and accompanying visuals to support the City of Randleman’s communication and outreach efforts. The City of Randleman is conveniently located 20 minutes from downtown Greensboro, but is still worlds away from the daily grind. This location is what defines Randleman as a “small town oasis” within the Piedmont Triad. Their river mill-town heritage underscores the hardworking culture and robust downtown core (just 1/3 of a mile away from the Deep River State Trail—NC’s only state-designated combined blueway/greenway).
In the Discovery and Analysis phase of this project, DbD conducted a kick-off meeting and vision session with the project steering committee. This meeting was followed by a phase of market research, including a community asset and product analysis. After conducting a brand study with three tiers of project stakeholders, DbD presented the research findings and used them to develop a brand platform, complete with the City brand’s positioning statement. In addition to the positioning statement, the brand goals and objectives, brand essence, brand promise, brand theme, and brand message/tagline were also included.
Logo System & Stationery Mockup
Pattern Swatch Variations
Refining the Vision
After developing the brand platform, a visual brand and logo system were developed and improved through two rounds of critique and refinement. This system serves as a foundation for the brand application development phase where the final deliverables were designed.
In a visual brand presentation, the final brand system, brand application mockups, and marketing recommendations were presented to the City’s board and project steering committee.