Carrboro is our home. When we were hired to create the town’s first branding initiative we were incredibly honored. And then the gravity of the challenge sunk in. Branding a community of which we’re a part made us both creator and client. Our work had to both come from us and resonate with us. Stakes were high.
After months of public engagement we begin analyzing community input and distilled down key sentiments about what makes our town so unique. The main themes that arose involved optimism, inclusion, diversity and support, leading us to create the slogan “It’s Carrboro, feel free”. Then came the logo. Without a shared town icon (Golden Gate Bridge, Arch, etc.) we decided to create a piece of custom graphic art that captured the unique spirit and sensibility of the town. It’s been exciting to see the brand evolve through hanging banners, print ads, t-shirts, a visitors map and more. Look for our new website soon!