This summer the Transylvania Economic Alliance launched a new organizational brand. The brand was designed to strengthen the organization’s business recruitment strategy and existing business retention and expansion work. The first phase of the brand includes the adoption of a new name, Transylvania Economic Alliance, integration of a new logo, creating collateral materials and the incorporation of a new tag line “Natural Advantage.” The second phase of the branding system will include the launch of a new economic development website.
The creative process behind the branding system included numerous roundtable meetings with business leaders, young professionals, tourism representatives and community leaders. The end goal was to develop a consistent look and feel that can be integrated into every aspect of the Alliance’s internal and external communications strategy.
The new brand celebrates the community’s familiar geographical assets and vibrant mountain culture through symbolism emphasized by the selected fonts, color scheme and design. The new brand is simple, memorable, and reflective of Transylvania County. It displays our most unique and recognizable natural asset while also providing the organization flexibility when marketing the community to different audiences. The “Natural Advantage” tag line identifies with our proximity to state and national park lands, but also can be used to describe our unique business clusters, engaged leaders, and community assets.
