Situation
Waynesville, North Carolina had outgrown the identity it had been carrying for years. While the existing branding leaned heavily into vintage Americana, the actual experience of the town was far more creative, layered, and contemporary.

Strategy
The goal was to build an identity that reflected both sides of Waynesville: the timeless Appalachian setting and the vibrant creative culture that defines the community. We wanted the brand to feel warm and inviting while making space for the artists, makers, and independent spirit that give the town its energy.

Implementation
We developed a refreshed visual direction that balanced heritage with a more expressive and modern tone. The system pulled from the town’s natural surroundings without reducing it to a stereotypical mountain-town aesthetic, allowing the personality of the community itself to lead.

Outcome
The updated identity gave Waynesville a brand that felt much closer to the experience of actually being there. It created room for the town’s creativity, culture, and character to stand alongside the sense of escape and Appalachian charm people already loved about it.