Creating the Holly Springs Brand

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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Creating the Holly Springs Brand

Published on Feb 1, 2024

Spectrum Studio, Carl Vinson Institute of Government

Holly Springs Brand Lookbook Principal Investigator: Kaitlin Messich 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, 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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Creating the Holly Springs Brand

Articles inside

Creating the Holly Springs Brand

Creating a Brand That Lasts

11 STEPS for a Smooth Brand Launch

TOWN CENTER

DESIGN ELEMENTS

Inspiration

Creating the HOLLY SPRINGS BRAND TWO STEP

LIFE IN HOLLY SPRINGS

Target Audience

The Holly Springs Brand Personality

Analysis of the Competition

ESRI Market Profile Summary

Based on the ESRI Tapestry Segmentation

What We Heard

PUBLIC INPUT

Metro Atlanta’s Predicted Growth Factor

A Snapshot of Holly Springs

ONE STEP

UGA INSTITUTE OF GOVERNMENT THE PROCESS

GOALS

EXECUTIVE SUMMARY