Creating the Holly Springs Brand by Spectrum Studio, Carl Vinson Institute of Government

BRAND LOOKBOOK

Scan the QR Code to Download the Digital version of the Holly Springs Lookbook

BRAND LOOKBOOK

Credits Holly Springs Branding Steering Committee Erin Honea, Chair

Special Thanks

Andrea Johnston

Special thanks to Holly Springs Communications

Shannon Andrews

Scott Owen

Ollie Evans

Dee Phillips

Maggie Grayeski

Molly Mercer

assistance and spearheading

Tray Herndon

Nichole Parks

this project for the City.

& External Affairs Director Erin Honea for all of her

Barbara Jacoby

University of Georgia’s Carl Vinson Institute of Government Brand Strategy Team Kaitlin Messich, Public Service Associate, Principal Investigator Kelsey Broich, Creative Design Specialist Eleonora Machado, Creative Design Specialist Danny Bivins, Senior Public Service Associate Leigh Askew Elkins, Senior Public Service Associate T. Clark Stancil, Creative Design Specialist Theresa Wright, Survey and Evaluation Unit Margaret Blanchard, Editor

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Table of Contents

EXECUTIVE SUMMARY

UGA Institute of Government

BRANDING PROCESS

STEP ONE: Research and Analysis

STEP TWO: Design Holly Springs Brand Inspiration

STEP THREE:

Brand Application and Implementation Terms and Conditions Brand Approval Form

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EXECUTIVE SUMMARY CREATING THE HOLLY SPRINGS BRAND Nestled in the center of rapidly growing Cherokee County, Georgia, the once-sleepy whistle stop town of Holly Springs has seen tremendous change over the last few decades.

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Much like other metro Atlanta areas, rapid growth

Springs. Lovingly preserved by the City’s residents,

has transformed this once quiet, rural community

the depot speaks both to Holly Springs’ past and

into a newly suburban area in search of its identity.

the small-town values and culture that continue to

As in many similar metro cities, most Holly Springs

draw residents to this special community. While

residents moved to the community from elsewhere.

neighboring communities either demolished their

The City has long been a destination for those

depots or turned them over to private businesses, the

seeking to build a new life; its first permanent

Holly Springs Depot serves as a vibrant community

residents were pioneers drawn to the promise of

gathering place open to all citizens. The depot has

gold in the area. In fact, today Holly Springs sits on

hosted scores of local events over the years, from

what was previously known as Gold Lot Number 343

wedding receptions and baby showers to birthday

in the Wildcat District of Cherokee County. While

parties and fundraisers. This community anchor

much has changed in the community since then, new

remains a cherished landmark for many residents.

residents from surrounding counties and across the country are continuing to flock to Holly Springs for a better life in this safe and family-friendly small town.

Holly Springs is on the cusp of an exciting change with the construction of the long-awaited Holly Springs Town Center. Located in Holly Springs’

Holly Springs is between the larger cities of Wood-

historic heart, this mixed-use development will

stock and Canton, two prosperous communities

redefine development in the community, creating a

with traditional dense commercial centers. Both

focal point for community events and commerce.

neighboring communities have spent the past two

Understanding that Holly Springs must define and

decades investing in downtown redevelopment.

celebrate the qualities that make the City special

While Holly Springs has benefited from such growth,

to better attract the type of growth desired by

many residents feel the City does not receive the

residents, the City partnered with branding experts

attention of their neighbors. Although settlement

at the University of Georgia’s Carl Vinson Institute

in Holly Springs extends back to the 1800s and a

of Government. This 12-month branding process

few buildings remain from the City’s early days,

resulted in a community-defined identity for Holly

it never developed a sizable historic downtown.

Springs, along with a comprehensive brand strategy

After the railroad arrived in 1879, Holly Springs

informed by those who love the City the most—

developed as a mainly residential community. Many

local residents. The Holly Springs Town Center will

nearby homes were constructed to serve workers

create a destination with a renewed sense of place

at industries including a sawmill, grist mill, and

to downtown, while a brand will package the City’s

marble quarry. These residences were served by a

assets into a marketable, unified, and consistent

cluster of detached small businesses, churches, and

look and message.

community spaces at the intersection of Highway 5, the L&N Railroad, and Hickory Road. Anchored by the depot, this collection of historic buildings formed the heart of civic and commercial life in the community for decades. While much of the City’s commercial life has migrated up and down Holly Springs Parkway (Highway 5) and outward, the depot remains a community hub in the heart of Holly PA G E

While positioning Holly Springs as the place for families in the metro Atlanta region, the success of this brand relies heavily on the input of local citizens and City leadership. As Holly Springs continues to grow, its core identity will remain constant—making Holly Springs a leading destination in Cherokee County and greater Atlanta.

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The Holly Springs Brand Lookbook is a tool that uses data-based research, local insight, and custom design to boost the City’s brand recognition and reputation.

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GOALS The Holly Springs Branding Steering Committee aimed to achieve the following through the community branding process: • Increase the City’s exposure and brand recognition. • Attract and retain target audiences. • Develop a consistent look and message among City departments and affiliated partners such as the new Holly Springs Town Center development. • Differentiate Holly Springs from surrounding cities in the metro Atlanta region. • Increase community pride by creating a marketable brand that people will want to buy and wear. • Attract target businesses and jobs. • Promote Holly Springs’ quality of life. • Promote the City as a retail and healthcare hub. • Promote downtown Holly Springs and small businesses in the area. • Promote outdoor recreation opportunities in and around Holly Springs.

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THE PROCESS

UGA INSTITUTE OF GOVERNMENT Today’s complex challenges demand that governments at all levels strive to be more responsive, efficient, and effective in serving their citizens. The University of Georgia’s Carl Vinson Institute of Government is

This community-driven

committed to promoting excellence in government

process engages the

through technical assistance, training programs, applied research, and technological solutions. The

public to develop buy-in

UGA Institute of Government works extensively with

and to help promote the

governments across Georgia and beyond to develop the

brand, a crucial step in

knowledge and skills that elected officials, professional staff, and appointed board members need to manage effectively in the 21st century. Since 2018, the Institute

creating a successful community brand.

of Government has offered a branding process for communities seeking to create or enhance their overall brand strategy and better position themselves in a competitive global economy.

The UGA Institute of Government’s three-step community branding process is designed to be completed within 12 months. This community-driven process engages the public to develop buy-in and to help promote the brand, a crucial step in creating a successful community brand. Institute of Government faculty and staff work closely with the community from start to finish,

THE INSTITUTE OF GOVERNMENT’S THREE-STEP BRANDING PROCESS

ensuring that the brand created is one that truly represents the place, people, and culture. In 2022, the City of Holly Springs engaged the UGA Institute of Government to develop new branding to better tell the community’s story, including the upcoming Town Center, enhance economic development, increase community pride, and foster a stronger sense of local identity. The branding team was led by Institute of Government faculty Kaitlin Messich. Erin Honea, Communications and External Affairs director for the City of Holly Springs, led the branding process at the local level.

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The Branding Committee The UGA Institute of Government team worked closely with an 11-member committee to organize public input meetings, make key design decisions, and refine the Holly Springs brand message. Committee members represented various ages, backgrounds, and professions, offering their diverse insights and experiences to inform the process. These members served as “brand champions” for Holly Springs, devoting many hours of their free time to ensure consistency in brand messaging and design and providing feedback to the Institute of Government branding team.

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STEP ONE

Creating the HOLLY SPRINGS BRAND

Research and Analysis

Step One of the Holly Springs Community Branding Process kicked off in October 2022. This initial phase was crucial to informing the brand’s design and ensuring community buy-in and support. Step One included the following: • Creation of the Holly Springs Branding Steering Committee. • Design and implementation

• Creation of an ESRI Community Tapestry study. • Analysis of competing

of a project website,

brands in the region.

www.brandhollysprings.com. • A demographic study of the City. • Public input meetings including

• Community asset identification. • Development of the Holly Springs brand position.

interviews, focus groups, and an online survey.

branding steering committee

demographics analysis of competition brand position PUBLIC INPUT AND

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asset identification

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A Snapshot of Holly Springs Demographics

Housing

In 2020, Holly Springs had a population of 16,213 people

In 2020, the median property value in Holly Springs

with a median age of 39.3. The median household

was $287,400, and the homeownership rate was

income in Holly Springs is $94,824, slightly higher

72.4%. Most people in Holly Springs drove alone to

than Cherokee County’s median household income

work, and the average commute was 40.2 minutes.

of $84,817. Between 2019 and 2020, the population

Residents on average have two cars per household.

of Holly Springs grew more than nine percent from

In Holly Springs, most households have a property

12,509 to 13,682. Median household income in the

value between $300,000-$400,000.3

City decreased a little more than one percent, from $95,941 to $94,824.1

“Cherokee County is located within the Northern Atlanta Suburbs Housing Market Area (HMA), which

The five largest ethnic groups in Holly Springs are

consists of six counties (Bartow, Cherokee, Cobb,

White (77.5%), Black or African American (9.68%),

Forsyth, Gwinnett, and Paulding) and is part of

White (Hispanic) (4.13%), Two+ (non-Hispanic)

the 29-county Atlanta-Sandy Springs, Roswell, GA

(3.85%), and two+ (Hispanic) (1.85%). As of 2020,

Metropolitan Statistical Area (the Atlanta MSA). The

10.3% of Holly Springs residents were born outside

Northern Atlanta Suburbs HMA is a popular location

of the United States (1,420 people).2

for residents who commute to jobs in the economic White

African American

77.5%

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core of the MSA; it includes the cities of Marietta, Smyrna, Peachtree Corners, and Lawrenceville, which are concentrated along the Interstate 75 and Interstate 85 corridors northwest and northeast of the City of

9.7%

Atlanta, respectively.”4

Northern Atlanta Suburbs Housing Market Area (HMA)

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Local Economy

Healthy Community Ranking

Approximately 6,700 people are employed in the businesses, industries, and local government offices that help form the local economy of Holly Springs. From 2019 to 2020, employment in Holly Springs grew at a rate of 8.71%, from 6,170 employees to 6,700 employees.5 The largest industries in Holly Springs are educational services (905 people), retail trade (899 people), and construction (573 people), and the highest paying industries are finance and insurance ($80,866), information ($77,476), and health care and social

Cherokee County is ranked the third healthiest county in Georgia.8 Holly

72.4% Homeownership rate in Holly Springs

Springs boasts numerous medical offices that draw residents from the surrounding region. These health destinations include the City’s Northside Family Medicine and Urgent Care, Wellstar Cherokee Health Park, and Kaiser Permanente

$80,866 Highest salary

Holly Springs Medical Office. Nearby Northside Hospital Cherokee in Canton is a full-service community hospital designated as a level II trauma center.

Veterans

assistance ($76,781).6

Veterans

Poverty

Holly Springs has a large population of

Holly Springs has a poverty rate of

military veterans, higher than the national

2.46%, with 336 out of 13,700 people

average per capita. Specifically, Holly

living below the poverty line. This rate

Springs is home to more than twice as

is significantly lower than the national

many Vietnam veterans than those who

average of 12.8%. Adult women between

served during World War II, the Korean

55-64 make up the largest group of

War, the 1990s Gulf War, and the Global

people living in poverty. Echoing the

War on Terror.

City’s larger demographic rates, most

residents living below the poverty line are White (88.7%), followed by Hispanic

Higher than the national average per capita

Healthy Ranking Cherokee County is ranked the third healthiest county in Georgia

(11.3%) and Black (less than 1%).9

Veterans TIMES Local Economy COMMUTE

HEALTHY COMMUNITY RANKING DEMOGRAPHICS

metro Atlanta’s Predicted Growth HOUSING

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2.46% of households below the poverty level

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Metro Atlanta’s Predicted Growth Factor

Commute Times With the recent completion of express lanes along

It would be impossible to think about a brand strategy for Holly Springs without considering what is going on in Cherokee County and the larger metro Atlanta region. metro Atlanta, designated by the United States

the I-575 corridor, commute times from Holly Springs are shorter than ever. Workers in Holly Springs have a longer commute time (a little over 40 minutes) than the national average of about 27 minutes. Additionally, 7.2% of the workforce in Holly Springs have “super commutes” of more than 90 minutes. In 2020, 12% of workers in Holly Springs worked from home.13

Office of Management and Budget as the Atlanta–Sandy Springs–Alpharetta, GA Metropolitan Statistical Area, is the most populous metropolitan statistical area in the state of Georgia and the eighth-largest in the United States. Cherokee County is one of 21 metro-Atlanta counties experiencing huge population growth and is among the top five metro counties absorbing new residents (Gwinnett, Fulton, Forsyth, Cherokee, and Cobb).10 The Atlanta Regional Commission predicts that the metro Atlanta area will add 2.5 million residents by the year 2040, bringing the total population of the region to more than 8 million. Such growth is comparable to the entire population of Denver moving to metro Atlanta over the next 20 years. On average, approximately

1 Data USA: Holly Springs, GA, https://datausa.io/profile/geo/ holly-springs-ga#about. 2 Data USA: Holly Springs, GA, https://datausa.io/profile/geo/ holly-springs-ga#about. 3 Data USA: Holly Springs, GA, https://datausa.io/profile/geo/ holly-springs-ga#about. 4 Comprehensive Housing Market Analysis, Atlanta Metropolitan Area Series Focus on North Atlanta Suburbs. U.S. Department of Housing and Urban Development, Office of Policy Development and Research, 2019. 5 Data from the U.S. Census Bureau ACS 5-year Estimate. 6 Data USA: Holly Springs, GA, https://datausa.io/profile/geo/ holly-springs-ga#about. 7 Comprehensive Housing Market Analysis, Atlanta Metropolitan Area Series Focus on North Atlanta Suburbs. U.S. Department of Housing and Urban Development, Office of Policy Development and Research, 2019.

36 new residents arrive in metro Atlanta every day.11

8 County Health Rankings & Roadmaps, 2022 State Report: Georgia. https://www.countyhealthrankings.org/

In Cherokee County, the estimated 2023 population

9 Data from the U.S. Census Bureau ACS 5-year Estimate.

is 282,301 with a growth rate of 1.89% in the past year according to the most recent United States Census data. Cherokee County, Georgia is the 7th largest county in Georgia. The 2010 population was 214,346 and has seen a growth of 31.7% (67,955 people) since that time.12

10 “On the Move: Who’s Relocating to Atlanta,” by Amy Meadows, 2019. KnowAtlanta, https:// www.knowatlanta.com/feature-stories-on-atlanta/ on-the-move-a-look-at-whos-relocating-to-atlanta 11 The Atlanta Regional Commission, Population and Employment Forecasts, https://atlantaregional.org/atlanta-region/ population-employment-forecasts/?utm_source=know-atlanta&utm_medium=referral&utm_campaign=account-profile 12 https://worldpopulationreview.com/us-counties/ga/ cherokee-county-population 13 https://datausa.io/profile/geo/holly-springs-ga#demographics

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“We’ve watched Holly Springs grow from no stores and no red lights and appreciate how the City always tries to grow responsibly.” - Public input participant

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PUBLIC INPUT Public input is crucial to the success of a community brand.

Listening to local citizens express their opinions about Holly Springs gave branding experts at the University of Georgia the background necessary to create a brand that reflects how residents really view and experience their community. Over 800 residents took part in the public input process, reflecting the views of citizens from across the community. The Holly Springs branding process included a two-part public input phase, including both an online community perception survey and in-person focus groups. Focus groups were held with representatives of key stakeholder groups including local elected leaders, small business owners, civic and community groups, clergy, and students at Sequoyah High School. This public input process revealed many unique characteristics of Holly Springs and reflected the rapid change in the community. Only 12% of survey participants grew up in Holly Springs. Holly Springs is attracting residents from across the region, particularly families drawn to the quality of public education and attainability of a slice of the American dream. While Holly Springs is clearly changing and continuing to attract new residents, local citizens value the small-town sense of place and feeling of safety that the City still holds dear.

“It’s exciting to see all the new diverse families and the development happening.” - Public input participant

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The Holly Springs branding process included a two-part public input phase

online and in-person

807 Online Survey Responses

In-Person Focus Groups

12%

of the participants grew up in Holly Springs

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The Holly Springs Perception Survey The survey was available on www.brandhollysprings.com in the fall of 2022. Over 800 respondents answered the survey.

12%

36%

32%

19%

Only 12% of survey

36% of respondents

32% of respondents

19% of respondents

1% of respondents

respondents grew up

moved to Holly

in Holly Springs

Springs from

Springs from Cobb

Springs from outside

Springs from

elsewhere in

and Fulton counties

of Georgia

elsewhere in Georgia

Cherokee county

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Holly Springs Branding Survey Questions

1 2 3 4 5

Did you grow up in Holly Springs? If so, what has kept you here? Did you move to Holly Springs? What attracted you to Holly Springs? Where did you move from? What is Holly Springs known for?

What makes Holly Springs unique?

6 7 8 9

What kind of personality does Holly Springs have?

Please list your favorite local events.

Who should Holly Springs aim to attract?

Are there any stories or memories about Holly Springs that you would like to share?

Why would someone visit Holly Springs?

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What We Heard Question 1: Did you grow up in Holly Springs?

88%

Holly Springs is a city full of recent arrivals, with only 12% of survey respondents reporting that they grew up in Holly Springs. Most survey participants (88%) moved

12%

to Holly Springs after childhood. Survey respondents who said that THEY GREW UP in Holly Springs stated that the top reasons why they stayed in the City are:

STRONG FAMILY TIES small-town charm safety

affordability SCHOOLS (in comparison to other metro Atlanta areas)

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location and convenience AND

The New Town Center

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3-5 years 6-10 years

27%

Question 2: How long have you lived in Holly Springs?

19%

When asked about their tenure of residency in Holly Springs, 31% of survey participants listed over 10

31%

years. Over a quarter of participants (27%) said 3-5

16% 7%

years, 19% said 6-10 years, 16% said 1-2 years, and 7% said less than a year.

1-2 years less than a year

For those who DID NOT GROW UP in Holly Springs,

12%

most survey participants moved to the City from elsewhere in Cherokee County (36%). Another 19% responded that they moved from another state to

88%

Holly Springs, while Cobb County (18%) and Fulton County (14%) were the other top responses.

19%

People who moved to Holly Springs were attracted to the City for many of the same reasons that keep long-time residents in the community.

18% 36%

Commonly cited reasons included:

AFFORDABILITY

SCHOOLS

14%

location and convenience

to other downtowns, especially Canton and Woodstock

Nature, trails, and parks safety and cleanliness

small-town charm

compared to Atlanta and other cities

Harmony on the Lakes subdivision C R E AT I N G

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Interestingly, a majority of survey respondents did not

Longer-term residents are sad to see their quiet,

grow up in Holly Springs (88%) but moved to the area

small-town, rural lifestyle replaced with busy streets

for a variety of reasons. Those who moved to Holly

and chain restaurants. However, newer residents (many

Springs over 20 years ago were attracted to the quiet,

of whom have moved away from more populated

rural lifestyle and excellent schools. As Cherokee

metropolitan areas) would like to see more things

County has developed and more people have moved

to do and a larger variety of shops and restaurants.

to the area, the small-town, rural atmosphere has changed. Nearly 27% of survey respondents said they moved to Holly Springs within the past three to five years, showing a new wave of growth. People moving to the area today are doing so for different reasons than those who arrived over 20 years ago. Many more recent arrivals cited larger lots and more affordable housing were a draw, in addition to lower taxes than surrounding counties. More than 18% of respondents moved to Holly Springs from out of state, attracted to the lower cost of living in the area.

In addition to the online survey, the UGA Institute of Government team conducted public input meetings with members of the Holly Springs community and City employees. Public meetings took place October 17-18 at various locations in Holly Springs, including the historic depot, the Holly Springs Public Safety Building, Harmony on the Lakes clubhouse, and Sequoyah High School. Meetings were also hosted online on Zoom. Participants were asked questions related to the online survey and gave great feedback about what Holly Springs has to offer, areas in which the

The different reasons for settling in the area yesterday

City can improve, and their opinions about the City’s

and today reflect a divide in what people value.

brand direction.

Takeaway: The City of Holly Springs brand should include themes of small-town charm and a strong sense of community. These characteristics are what have motivated many to stay and move to Holly Springs.

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“I can’t wait to have our own downtown.” - Public input participant

Rendering credit: City of Holly Springs Comprehensive Plan (2018-2038)

ESRI Community Tapestry Study Tapestry Segmentation represents the latest generation of market segmentation systems that began over 30 years ago. The 68-segment Tapestry Segmentation system classifies American neighborhoods based on their socioeconomic and demographic composition.

Dominant Tapestry Map, Holly Springs, GA November 01, 2022

Tapestry LifeMode

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Based on the ESRI Tapestry Segmentation Area Profile, the top three tapestry segments in Holly Springs are listed below:

OUR NEIGHBORHOOD: • Growth markets are in the suburban periphery of large metropolitan areas. • Young families are married with children; average household size is 3.25. • Homeownership is 84%, with the highest rate of mortgages, 71.5%.

ESRI Tapestry 1: Boomburg (30.4%)

• Primarily single-family homes in new neighborhoods, 66% built since 2000. • The cost of affordable new housing comes at

WHO ARE THEY? This is the new growth market, with young professionals with families that have opted to trade up to the newest housing in the suburbs. The original Boomburbs neighborhoods began growing in the 1990s and continued through the peak of the housing boom. Most of those neighborhoods are fully developed now. This is an affluent market but with a higher proportion of mortgages. Rapid growth still distinguishes the Boomburb neighborhoods, although the boom is more subdued now than it was 10 years ago, along

the expense of one of the longest commutes to work, over 30 minutes on average, including a disproportionate number (33.6%) commuting across county lines. SOCIOECONOMIC TRAITS: • Well-educated young professionals, 55% are college graduates. • High labor force participation at 71.3%; most households have more than two workers.

with the housing market. Residents are well-educated professionals with a running start on prosperity.

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• Longer commute times from the suburban growth corridors have created more at-home workers. • Well-connected, own the latest devices, and understand how to use them efficiently; biggest complaints: too many devices and too many intrusions on personal time. • Financial planning is well underway for these professionals.

ESRI Tapestry 2: Middleburg (21.4%) WHO ARE THEY? Middleburg neighborhoods transformed from the easy pace of country living to semirural subdivisions in the last decade, as the housing boom spread beyond large metropolitan cities. Residents are traditional, family-oriented consumers. Still more country than rock and roll, they are thrifty but willing to carry some debt and are already investing in their futures. They rely on their smartphones and mobile devices to stay in touch and pride themselves on their expertise. They prefer to buy American and travel in the US. This market is

OUR NEIGHBORHOOD: • Semirural locales within metropolitan areas. • Neighborhoods changed rapidly in the previous decade with the addition of new single-family homes. • Includes a few mobile homes. • Young couples, many with children; average household size is 2.75. SOCIOECONOMIC TRAITS: • Education: 65% with a high school diploma or some college. • Labor force participation typical of a younger population at 66.7%. • Traditional values are the norm here—faith, country, and family. • Prefer to buy American and for a decent price. • Comfortable with the latest in technology for convenience (online banking or saving money on landlines) and entertainment.

younger but growing.

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• Most households are married couples with children;

Esri Tapestry 3: Workday Drive (19.8%)

the average household size is 2.97. • Most households have two or three vehicles; long travel time to work including a disproportionate

WHO ARE THEY? Workday Drive is an affluent, family-oriented market with a country flavor. Residents are partial to new housing away from the bustle of the city but close enough to commute to professional job centers. Life in this suburban wilderness offsets the hectic pace of two working parents with growing children. They favor time-saving devices, like banking online or housekeeping services, and family-oriented pursuits.

72% with some college education. • High labor force participation rate at 71%; two out of three households include more than two workers.

paying bills, or even shopping online.

periphery of metropolitan areas.

34% built in the 1990s, 31% built since 2000. S P R I N G S

• Well-insured and invested in a range of funds, from savings accounts or bonds to stocks.

• Single-family homes are in newer neighborhoods,

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• Education: 40.5% are college graduates; more than

anything that enables convenience, like banking,

• Workday Drive residents prefer the suburban

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SOCIOECONOMIC TRAITS:

• Connected, with a host of wireless devices, including

OUR NEIGHBORHOOD:

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number commuting from a different county.

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ESRI Market Profile Summary The following summarizes traits that all three segments share and gives a general profile of the Holly Springs market. Note that this market profile does not represent everyone in Holly Springs but provides a snapshot of broad consumer characteristics. Consumer preferences are estimated from data by MRI-Simmons.

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• Residents are partial to vehicles manufactured

• Leisure includes a range of activities from

in the U.S.; they like to drive trucks, SUVs, or

sports (hiking, bicycling, swimming, golf) to

motorcycles.

visits to theme parks or water parks.

• Entertainment is primarily family-oriented, to

• Residents are generous supporters

streaming TV and movie rentals or theme parks

of charitable organizations.

and family restaurants. • Spending priorities also focus on family (children’s

The Market Profile Summary offers insight into “who”

toys and apparel) or home DIY projects.

Holly Springs is as a community and how to create

• Sports include hunting, fishing, bowling, and baseball.

a brand that represents its unique personality and

• TV and magazines provide entertainment and

character, and the lifestyle it offers. The Holly Springs brand message should reflect the values of the people

information.

it describes, and the brand look should reflect a lifestyle

• Media preferences include country and Christian

that appeals to Holly Springs’ residents. According

channels.

to the 2020 US Census, the median age in Holly

• Boomburb residents prefer late-model imported

Springs is 39.3 years. The ESRI Community Tapestry

vehicles, primarily SUVs, and luxury cars and minivans.

study suggests a large population of middle-aged

• This is one of the top markets for the latest in

residents and older adults, so the brand should aim

technology, from smartphones to tablets to

to attract a younger demographic while highlighting

smart TVs.

Holly Springs’ traditional, small-town values.

• Style matters in the Boomburbs, from personal appearance to their homes. These consumers are still furnishing their new homes and already remodeling. • Physical fitness is a priority, including club memberships and home equipment. • Enjoy gardening but more often contract home services.

Takeaway: The brand should aim to attract a younger demographic while highlighting Holly Springs’ traditional, small-town values.

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“WE HAVE MADE THE greatest friends here.”

It’s about PEOPLE.”

“

- Public input participant

Analysis of the Competition The UGA Institute of Government team compared Holly Springs’ brand to those of other cities in the region, including neighboring Canton and Woodstock. Current Holly Springs Logo

These locations were reviewed to see

how they are positioning themselves in the metro Atlanta market. Two areas of comparison, which are highlighted below, are “brand essence” and target audiences. Brand essence describes the overall community brand identity, and the target audiences are the groups each community aims to attract based on their current marketing.

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The branding team reviewed websites and social media pages for both the City of Woodstock and the City of Canton. After reviewing these materials, our team concluded the following about their community brand identities:

Woodstock, Georgia

Canton, Georgia

• Brand Position: Woodstock is conveniently located just north of Atlanta and is a dynamic, award-winning City with a vibrant downtown, parks and trails, shopping, and local tourist attractions.

• Brand Position: Canton is “a vibrant community that offers a welcoming blend of charm, progressive spirit and endless opportunities for all. In Canton, you’ll find exciting and new possibilities for growth within an authentic, inviting community that deeply cares about the City’s future and unrivaled quality of life. Conveniently between Atlanta and the Blue Ridge Mountains, we offer scenic views of foothills and the Etowah River, which flows through the City. We have great shopping, dining, events, arts and exceptional parks. We believe Canton holds something for everyone.” 1

• Tagline: “Our Story Crafted by Your Dreams” • Target Audiences: Atlanta commuters seeking upscale suburban life with a vibrant downtown and nightlife scene. • Cost of Living Comparison: The cost of living in Woodstock is essentially the same as in Holly Springs. The median home in Holly Springs costs less ($18,300 on average) than in Woodstock. Both Holly Springs and Woodstock have a slightly higher cost of living than the national average.

• Target Audiences: Atlanta commuters who like to get outdoors and enjoy small-town charm while still having access to upscale amenities. • Cost of Living Comparison: The cost of living in Canton is more expensive than in Holly Springs. The median home price in Canton is 14% higher than in Holly Springs. Both Holly Springs and Woodstock have a slightly higher cost of living than the national average. 1

Brand Look and Feel

• Using a vibrant color palette of blues, orange, and green and simple graphics, the Woodstock brand conveys the City as a friendly, vibrant, and happy place to live. • Logos are designed with simple graphics and clean edges, and sans-serif and slab-serif fonts complement the designs, giving the brand a modern yet approachable look. • The photography on the Woodstock website captures kids having fun at playgrounds and events, emphasizing the popularity of the City with young families.

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https://www.exploregeorgia.org/city/canton

B R A N D

• Using a simple color palette of blue and green with an abstract river running through the word “Canton,” the Canton brand conveys the City as a modern, friendly city on the river. • Logos are designed with bold, simple graphics and rounded edges, and sans-serif and slab-serif fonts complement the designs, giving the brand a modern, nature-friendly look. • The photography on the Canton website captures the city’s amenities and quaint downtown shops.

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Holly Springs’ Top Community Assets and Unique Selling Points PA G E

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Public input responses from both the online survey and focus group meetings were overwhelmingly positive. Residents commonly identified friends and family, parks and green spaces, and affordability as the top three assets in Holly Springs. Other frequently cited assets include Holly Springs’ ranking as Georgia’s safest community and the quality local schools and community events that make the City a great place to raise a family.

Holly Springs’ top community assets as recorded from public input are listed below: • Safety: Holly Springs was voted the safest community in Georgia in 2023* • Wholesome Family Living • Location & Convenience • Events: Christmas Parade, Autumn Fest • Depot • Local shops: Alma Coffee, The Gathering Board, Herb Shop • Youth Sports • Cagle’s Farm • Schools • Police and Friendly City Employees • The New Town Center

Takeaway:

* “ Safest City in Georgia,” according to Safewise.

Currently, Holly Springs is a better place to live than visit. It is not a tourist destination, but rather a wonderful place to call home.

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Top Local Destinations When asked to name some of the top destinations in the Holly Springs area, local residents cited beloved small businesses and local attractions including:

• Alma Coffee • Cagle’s Farm • Farm Stores • Harmony Lakes • Holly Springs Town Center • The Depot

Takeaway: Anything that is local and authentic is highly valued and appreciated by the people of Holly Springs.

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The Holly Springs Brand Personality Public input participants were asked to describe the personality of Holly Springs. The responses showed that Holly Springs is a community with varying viewpoints, with a mix of positive and negative responses.

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The top responses are listed below: Positive responses: • Open to change. • Quiet, relaxed, Southern, country, “sweet old man,” wise, old soul, wholesome, down-to-earth, easygoing, chill, and casual. • Friendly, hospitable, bubbly, cheerful, friendly, smile, kind, gentle, warm, happy, welcoming, cute, quaint, charming, classy and sophisticated like “Mary Poppins.” • Comforting, caring, safe, neighborly, giving, dependable, humble, social, a best friend, and family-oriented. • A strong, confident overachiever. • Outdoorsy, nature-lover, active, and healthy. • Artistic, wild, and beautiful. • Both conservative and liberal.

Negative responses: • Lacks identity, confused, schizophrenic, and unsure of its purpose. • Snooty, pretentious, arrogant, stuck up, and trying to be popular. • Unwise, disheveled, scatter-brained, and erratic • A shy, unknown, and timid wallflower. • Angry, grouchy, grumpy, aggressive, and greedy like an “evil grandma,” and “Scrooge.”

WE LOVE THE DIFFERENT OPTIONS FOR OUR FAMILY, FROM WALKING TRAILS, BIKING, RECREATION, PLAYGROUNDS, AND FARMERS MARKETS. - Public input participant

• Boring, blah, unremarkable, bland, sleepy, mundane, dull, and old.

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Target Audience WHEN ASKED: “Who should the City aim to attract?” many public input participants answered “Nobody!” or “We’re full!” There is concern about overcrowding and overdevelopment in the City and the region. Residents also frequently expressed that apartments and the perceived overdevelopment of multifamily housing is undesirable. While this development pressure often occurs outside of the City limits, many want Holly Springs to attract high-quality home builders and developers who create neighborhoods with large lots and green space, much like the Harmony on the Lakes subdivision. Locals value the small businesses in and around Holly Springs and would like the City to focus on attracting a greater variety of locally owned businesses instead of chain stores and restaurants. Many also expressed that they would like to attract more upscale dining and entertainment options at the New Town Center so that they do not have to go to Canton or Woodstock.

The top target audiences identified by public input and market research are: • Current residents – keep them living,

Overall, Holly Springs residents want an authentic community with unique experiences and opportunities. PA G E

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shopping, dining, and working in Holly Springs • High-quality home builders and developers • Small, locally owned businesses • Upscale restaurants, a brewery, and entertainment

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Differentiation The following were listed by public input participants as qualities that set Holly Springs apart from other places in Georgia, and make the City a wonderful place to live:

HIGH-QUALITY FAMILY LIVING SAFETY

Holly Springs consistently ranks among the safest places to live in Georgia

AFFORDABILITY

GREEN SPACE, NATURE, AND PARKS NEW TOWN CENTER SCHOOLS

Cherokee County School System ranks among the top 5% of Georgia school districts

LOCATION AND CONVENIENCE

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Leveraging Holly Springs’ High-Value Brand Position Drawing on thousands of individual public input responses, the UGA Institute of Government branding team consolidated the data from Step One and created a clear and concise brand position statement describing what Holly Springs has to offer. The brand position is meant to serve as an internal statement that guides all Holly Springs marketing efforts.

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Holly Springs Brand Position:

LIFE IN HOLLY SPRINGS MEANS ENJOYING THE BEST OF BOTH WORLDS. Once a tiny whistle-stop, this part-metro, part-rural city is the ideal balance of both. Close to downtown Atlanta and even closer to a peaceful outdoor escape, you’ll find a metro oasis full of bike trails and parks to explore. Offering wholesome family living with big backyards, close-knit neighbors, excellent schools, and nearby entertainment, it’s no surprise that Holly Springs consistently ranks as one of Georgia’s best places to raise a family. Despite plenty to do, its friendly, small-town feeling remains. You’ll feel right at home at the sound of exciting roars of Friday night football crowds, the cheerful chatter of longtime friends, and the enticing aroma of backyard barbeques. In Holly Springs, less is more and the authentic is cherished.

Simply put, Holly Springs should position itself as the best place for families in metro Atlanta. The unparalleled sense of safety, strong public schools, and outdoor recreation opportunities make Holly Springs an oasis for young families seeking their slice of the American dream.”

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The steering committee selected a logo based on the following guidelines: A unique design that is easy to understand and remember. A design that will be timeless and not “go out of style.” A versatile design that can be used on a variety of print and digital platforms. A marketable design that will “look great on a T-shirt” and other merchandise. A design that captures Holly Springs’ unique mix of metro Atlanta and friendly small-town character.

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STEP TWO

Creating the HOLLY SPRINGS BRAND

Visual Identity

Step Two is where the fun begins in brand development. This phase includes logo design, creating a brand color palette and font selection, and designing patterns, illustrations, and supportive graphics. The Holly Springs Branding Steering Committee

brand development

was an integral partner in the design process,

logo design color

honing and shaping the final designs to best reflect the sense of the community alive in Holly Springs.

patterns palette

Using input from the public to inspire the design,

FONT SELECTION

the Institute of Government team presented logo design options to the Holly Springs

illustrations graphics

Branding Steering Committee. From these options, the steering committee chose one logo and brand look for the City of Holly Springs

AND

and another for the Holly Springs Town Center.

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Inspiration The City of Holly Springs, Logo Design Inspired by early 20th century hand-painted signage and murals, this logo concept speaks to a sense of nostalgia.

While evoking Holly Springs’ rural, whistle-stop past, this approachable, contemporary design could be equally at home on the side of an upscale boutique. Several logos were created to offer versatility and marketing opportunities, such as merchandise, websites, printed materials, social media, and more. Custom graphic elements including spring water ripples and bold holly berry shapes which add visual interest and speak to Holly Springs’ heritage.

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MAIN LOGO

SECONDARY LOGO A circle logo can be used in situations where the horizontal logo does not fit.

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HOLLY SPRINGS’ LOGO Main Logo

Secondary Logo

A circle logo can be used in situations where the horizontal logo does not fit.

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Colors matter, as people often see color before they read words.

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COLOR GUIDELINES The colors featured in the Holly Springs logo are friendly and bright. Inspired by the holly trees that gave the City its

Color plays an essential role in brand recognition and

name, the main featured color is a deep forest green.

in making the Holly Springs logo stand out. Colors

This green is complemented by a turquoise blue

matter, as people often see color before they read

reminiscent of freshwater springs. A “pop” of the

words or absorb the graphics in a logo. Research

bright red and yellow provides accents that show

indicates that 60% of the time people will decide

off the primary color scheme.

whether they are attracted to a message based on color alone.

COLOR HIERARCHY Not all colors are created equal. This brand color hierarchy graphic shows how the colors of the Holly Springs brand should be distributed.

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BRAND COLORS According to a University of Loyola, Maryland study, “Color increases brand recognition by up to 80%.”

Primary

Secondary

Primary brand colors are the

The following colors are

main, consistent colors used

supporting colors and should

most prominently in all graphics,

be used sparingly as accents

publications, and signage. Holly

to complement the primary

Springs’ primary brand colors

brand colors. They should

are Appalachian Slate, Pine, and

not consist of more than 50%

Traditional Teal. They are central

of the overall design.

to the brand’s visual identity.

Appalachian Slate (Dark Green)

Pine (Medium Green)

Traditional Teal (Teal)

Cherokee Gold (Orange)

Hollyberry (Red)

# 313E37

#00594F

# 22AC9B

# F9A01B

# DC4C3F

PANTONE 177-16C CMYK: 67,47,61,60 RGB: 49,62,55

PANTONE 129-16C CMYK: 100,0,53,60 RGB: 0,89,79

PANTONE 130-13C CMYK: 72,0,43,9 RGB: 34,172,155

PANTONE 17-8C CMYK: 0,43,100,0 RGB: 249,160,27

PANTONE 48-14C CMYK: 0,83,76,9 RGB: 220,76,63

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FONTS

DESIGN ELEMENTS

Everland Script

The Holly Springs visual identity is more than just the logo.

Everland Script is a hand painted bold script font inspired by old hand-painted signage.

ABCDEFGHIJKL MNOPQRSTUVW XYZ0123456789

Other design elements were created to capture Holly Springs’ unique personality and story while adding versatility and visual interest to the Holly Springs brand look. The following design elements can be used to create a variety of creative and eye-catching branded layouts, products, and more.

Gunnar A friendly sans serif typeface ideally suited for display, Gunnar complements advertising, packaging, logotypes, and signage. This font feels nostalgic of the age of old printshops,

Ripple Graphic Used in backgrounds and layouts, this water ripple represents the historic spring and the “ripple effect”

when ink bled a little on the paper from the

the new Town Center will have on Holly Springs.

printing press — softening the lines and rounding the corners.

ABCDEFGHIJKL MNOPQRSTUVWX YZ0123456789

Holly Berry Bold with smooth lines and rounded edges, this holly berry graphic offers a unique shape for large format graphics and backgrounds, as well as paragraph

Roboto

separations in text layouts.

For body text, Roboto’s versatility and readability ensure that your content is easily comprehensible, creating a consistent and polished appearance across all communications. Roboto can be downloaded from: https://fonts.google.com/specimen/Roboto.

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The colors featured in the Holly Springs logo are friendly and bright.

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Short for Holly Springs, Georgia, this HSGA logo design was inspired by input from the public.

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Holly Springs’ primary brand colors are Appalachian Slate, Pine, and Traditional Teal.

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TOWN CENTER The Holly Springs Town Center, Logo Design

Embracing the deep-rooted heritage of Holly Springs, the forthcoming Holly Springs Town Center development is the contemporary embodiment of Main Street living. This thoughtfully planned, mixed-use district will bring diverse retail offerings, culinary experiences, residential spaces, and verdant green space together in the historic heart of Holly Springs. Anchored by an iconic new city hall, this development features a grand central lawn to host community events and activities.

The proposed Holly Springs Town Center includes: 1. Distinctive dining venues and retail establishments. 2. An expansive Grand Lawn for hosting an array of gatherings, from lively festivals to cherished holiday events such as the Easter Egg Hunt, Autumn Fest, and Christmas Parade. 3. A public amphitheater with a flexible stage for concerts and events. 4. An inviting Outdoor Market Plaza. 5. A central Holly Springs City Hall. 6. Residential options, including townhomes available for purchase, and stacked flats for lease. 7. Ample street and deck parking facilities.

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MAIN LOGO

SECONDARY LOGO A circle logo can be used in situations where the horizontal logo does not fit.

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HOLLY SPRINGS TOWN CENTER Main Logo

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Secondary Logo

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PHOTOGRAPHY

A picture is worth a thousand words! Whether in PowerPoint presentations, on a website, or in social media posts, photos should be carefully selected to communicate Holly Springs’ brand message and the story of the community.

Use high-resolution photos that are over 150 dpi. Use photos with people rather than just landscape and architectural shots to make Holly Springs appear vibrant and active. Select photos that reflect diversity so that your brand images represent everyone in your community. Hire a professional photographer if you can.

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The quality and subject matter of photography

play a key role in communicating your brand message.

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STEP THREE

Creating the HOLLY SPRINGS BRAND

Application and Implementation

Step three of the branding process includes the successful roll out and implementation of the community brand. Acceptance of the brand by the local government represents the first step in this process. Ensuring that key partners can share in the Holly Springs brand and deploy branding materials successfully can help create a lasting, community-supported identity. Local brand ambassadors help serve as gatekeepers for the brand, sharing and utilizing branding materials and ensuring that fonts, logos, and merchandised materials remain consistent and uncompromised.

LOCAL BRAND

ambassadors

help serve as gatekeepers for the brand. C R E AT I N G

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The possibilities are endless. This packaging captures the essence of Holly Springs.

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Your website is like the front door to your community.

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Updating the City’s social media pages is one of the fastest and cheapest ways to roll out your new brand.

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Photos should be carefully selected to communicate Holly Springs’ brand message and the story of the community.

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Social media should reflect a lifestyle that appeals to Holly Springs’ residents.

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Social media should reflect the values of the people it describes.

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Get ready for your brand to be the talk of the town, seen everywhere!

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Holly Springs could work with local businesses to create branded merchandise centered around family life, such as T-shirts, ball caps, car decals, branded porch flags, license plates, key chains, coffee mugs, picnic blankets, camping chairs, and new homeowners’ gifts, for example.

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Take the Holly Springs brand to work.

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Merchandise is an important way to highlight your brand.

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With a strategic marketing approach, your brand will be omnipresent.

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The brand will make a lasting impression everywhere it goes.

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“I FEEL SAFE AND IT’S A GREAT PLACE TO RAISE MY CHILDREN.” - Public input participant

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The year 2023 saw Holly Springs gain the prestigious title of “Safest City in Georgia,” according to Safewise.

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Your brand’s visibility knows no bounds, reaching audiences far and wide.

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Make sure to place your brand in places that people love within your community.

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Proudly display the Holly Springs logo on a variety of merchandise.

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Updating gateway and wayfinding signage to feature the community brand will ensure it’s seen everywhere.

Existing signage

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Existing signage

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Bringing nostalgia to life with hand-painted murals

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Imagine a downtown where art blooms on every corner! Renderings credit: City of Holly Springs Comprehensive Plan (2018-2038) C R E AT I N G

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The branding experience you’ve been waiting for!

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11 STEPS for a Smooth Brand Launch

STEP 1 Adopt the New Brand Make it “official.” The mayor and city council can

Where do you start

vote to adopt the new brand to replace the old one.

with rolling out a new

Encourage City employees to update their email

brand? The process

Local brand ambassadors may want to coordinate a

can sometimes seem

signatures to display the new Holly Springs logo. day when everyone moves to the new logo together so that it happens simultaneously.

overwhelming. Brand implementation takes time and money, but a smooth brand launch can help guarantee community buy-in and long-term success.

STEP 2 Share Brand Design Files with Partners Key community partners will need access to the new logos, fonts, and colors. The Holly Springs Branding Dropbox folder provided by the Institute of Government team can be shared easily; just open the folder, right-click and select “share.”

STEP 3 Brand Launch Event or Announcement Many communities like to celebrate the adoption of a new brand by revealing it at a special event. This can be a stand-alone event, or the reveal can be incorporated into another event, such as an annual parade or festival.

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STEP 4

STEP 7

Merchandise

Communications

Merchandise is an important way to highlight your

• Share a branded PowerPoint template with City

brand. Holly Springs could work with local businesses

employees (shareable from the Holly Springs

to create branded merchandise centered around

Brand Dropbox folder).

family life, such as t-shirts, ball caps, car decals, branded porch flags, license plates, logo key chains, coffee mugs, picnic blankets, camping chairs, and new homeowners’ gifts, for example.

• If you have an email newsletter, add your new logo, fonts, and colors. • Create new branded envelopes, letterhead, and thank-you card templates. • Create a new branded business card template. • Create new templates for printed materials

STEP 5

such as forms and applications.

Social Media Updating the City’s social media pages is one of the fastest and cheapest ways to roll out your new brand. This is also a wonderful time to replace your key messaging (feel free to copy and paste anything from this Lookbook!) and swap out any old photos that no longer convey your brand message or that

* Use your branded Canva templates to create beautiful social media announcements and posts (found in the Holly Springs Brand Dropbox folder).

need updating. If you want to incorporate a new catchy hashtag, now is the time.

STEP 6

STEP 8

Websites

Physical Items

Your website is like the front door to your community,

• Update staff name tags.

and locals and visitors alike will see it. When funding

• Order new embroidered staff shirts.

allows, update your website with your new brand.

• Update City and affiliated partner vehicles.

• Redesign City and affiliated partners’ websites

• Update signage at municipal facilities like Holly

to reflect the new brand

Springs City Hall.

• Work with your website developer to improve

• Create a branded City flag with your new logo.

your search engine optimization (SEO).

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11 STEPS

for a Smooth Brand Launch

STEP 9 The Print Shop • Design and print updated promotional brochures. • Design and print new magazine advertisements. • Print updated letterhead and envelopes. • Print updated visitor guides and maps.

STEP 10 Around Town • Update gateway and wayfinding signage to feature the community brand. • Install branded light pole banners. • Commission new murals that reinforce your brand’s look and message.

STEP 11 Co-brand with Partners • Example: Insert City branding on Holly Springs’ promotional materials and websites and include festival branding on the City’s promotional Scan the QR Code to Download the Holly Springs Lookbook

materials and websites. • Example: Co-brand with surrounding communities that have local attractions. • Example: Work with local hotels to place branded promotional information in their lobbies or rooms. Inform hotel employees about what to tell their guests to do in Holly Springs. • Example: Work with locally owned businesses to promote their products or services with branded merchandise.

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Creating a Brand That Lasts Successful branding never ends. As Holly Springs continues to grow and change, so should your brand. The ideas outlined in this Lookbook were given by the people of Holly Springs and inspired by the culture, values, ideas, and concepts expressed by residents of this wonderful community. This brand belongs to these citizens and is intended to reflect the values and character that draw residents from across the country to make a life in Holly Springs. Whether a longtime resident or a recent arrival, this brand belongs to the 18,793 residents of Holly Springs. As the years go on, the Holly Springs brand identity will continue to evolve and change, just like this ever-changing community.

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- Public input participant

“

WHAT ATTRACTED US TO HOLLY SPRINGS WAS THE POTENTIAL FOR THE FUTURE.

Terms and Conditions FOR ALL USES OF THE HOLLY SPRINGS BRAND ASSETS, YOU MAY NOT: Alter the logo in any way; Place a logo too close in proximity to other content; Use the logo in a way that suggests any type of association or partnership with another entity without approval; Use the logo in a way that is harmful, obscene, or damaging to the City; or Use the logo in places containing content associated with hate speech, pornography, gambling, or illegal activities.

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APPROVAL FORM FOR THE USE OF THE CITY OF HOLLY SPRINGS AND TOWN CENTER LOGOS ORGANIZATION: CONTACT:

TITLE:

PHONE NUMBER:

EMAIL:

PURPOSE OF LOGO USAGE:

LOGO FILE(S) REQUESTED: ARE YOU REQUESTING THE HOLLY SPRINGS LOGO(S) FOR RETAIL OR PROFIT USE? YES

COMMENTS:

NOTE: ALL REQUESTS WILL BE SUBMITTED TO THE CITY OF HOLLY SPRINGS FOR REVIEW. PLEASE COMPLETE THIS FORM AND SUBMIT TO: EHONEA@HOLLYSPRINGSGA.US FOR MORE INFORMATION ABOUT THE HOLLY SPRINGS BRAND, CONTACT: ERIN HONEA, EDFP COMMUNICATIONS & EXTERNAL AFFAIRS DIRECTOR CITY OF HOLLY SPRINGS, P.O. BOX 990, HOLLY SPRINGS, GA 30142 PHONE: 770-345-5536 EMAIL: EHONEA@HOLLYSPRINGSGA.US

FOR INTERNAL USE ONLY DATE:

APPROVED

APPROVED WITH CHANGES

DENIED

COMMENTS:

REVIEWER’S SIGNATURE:

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Scan the QR code to download the Brand Use Approval Form

Holly Springs Brand Position (from Page 47)

This document was produced for the people of Holly Springs by the Carl Vinson Institute of Government

For brand use, please fill out a Brand Use Approval Form or contact: Erin Honea Communications and External Affairs Director, Holly Springs Brand Manager

City of Holly Springs P.O. Box 990, Holly Springs, GA 30142 Phone: 770-345-5536 Email: ehonea@hollyspringsga.us

Creating the Holly Springs Brand

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