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Drawing from the region’s natural beauty and culture, the branding team will create a cohesive brand look and identity that is authentic and marketable. Good design requires effort and time. Because it is a process of discovery, the design phase includes creative trial and error, back-and-forth discussion, and ongoing revision as ideas marinate and mature. Effort and time result in a far more effective and successful brand. This design phase includes creating a package of graphics and design assets that the region can use for marketing. Logo design, photography, color, font selection, and a style guidebook help the region’s leaders implement regional branding with a consistent look and message. Artwork that includes regional icons, such as the gopher tortoise or longleaf pine, will later be used to unify the region’s identity through things like promotional materials, websites, trail signage, and more.