Asheville: Naturally Charming

Asheville is a town in North Carolina that wanted to create a new visual identity to establish itself as a tourist destination. Gilmore Group was asked to develop a holistic branding program that would convey Asheville's welcoming, vibrant character. 

First we were tasked with developing a brand strategy that would drive our creative work, using research and insights to ensure a holistic approach.

Gilmore Group created the core identity elements, secondary branding, and tagline revolving around the notion of “any way you like it,” as it represented the engaging and warm attitude expressed by the city’s people. The tagline also hearkened to those who share generations-old heritage of craftsmanship, dating back to the arrival of Scottish settlers in the 1800s. We developed multiple iterations of the Asheville logo and collaborated with our partners to understand their aims on a personal level.

Through the use of a palette containing earthy tones and rich hues, the logo reflected the destination's natural beauty and diverse offerings, while also providing the basis for Asheville’s brand across all touch points. This included apparel, brochures, as well as print and OOH advertisements. To ensure that Asheville’s new brand identity would be properly represented, we created a set of brand Standards & Guidelines.