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.

Much like other metro Atlanta areas, rapid growth has transformed this once quiet, rural community into a newly suburban area in search of its identity. As in many similar metro cities, most Holly Springs residents moved to the community from elsewhere. The City has long been a destination for those seeking to build a new life; its first permanent residents were pioneers drawn to the promise of gold in the area. In fact, today Holly Springs sits on what was previously known as Gold Lot Number 343 in the Wildcat District of Cherokee County. While much has changed in the community since then, new 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 between the larger cities of Woodstock and Canton, two prosperous communities with traditional dense commercial centers. Both neighboring communities have spent the past two decades investing in downtown redevelopment. While Holly Springs has benefited from such growth, many residents feel the City does not receive the attention of their neighbors. Although settlement in Holly Springs extends back to the 1800s and a few buildings remain from the City’s early days, it never developed a sizable historic downtown. After the railroad arrived in 1879, Holly Springs developed as a mainly residential community. Many nearby homes were constructed to serve workers at industries including a sawmill, grist mill, and marble quarry. These residences were served by a cluster of detached small businesses, churches, and 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 is a tool that uses data-based research, local insight, and custom design to boost the City’s brand recognition and reputation.

Springs. Lovingly preserved by the City’s residents, the depot speaks both to Holly Springs’ past and the small-town values and culture that continue to draw residents to this special community. While neighboring communities either demolished their depots or turned them over to private businesses, the Holly Springs Depot serves as a vibrant community gathering place open to all citizens. The depot has hosted scores of local events over the years, from wedding receptions and baby showers to birthday parties and fundraisers. This community anchor remains a cherished landmark for many residents.

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’ historic heart, this mixed-use development will redefine development in the community, creating a focal point for community events and commerce. Understanding that Holly Springs must define and celebrate the qualities that make the City special to better attract the type of growth desired by residents, the City partnered with branding experts at the University of Georgia’s Carl Vinson Institute of Government. This 12-month branding process resulted in a community-defined identity for Holly Springs, along with a comprehensive brand strategy informed by those who love the City the most— local residents. The Holly Springs Town Center will create a destination with a renewed sense of place to downtown, while a brand will package the City’s assets into a marketable, unified, and consistent look and message.

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.