Town of Maiden

Challenge

The Town of Maiden saw an opportunity to prepare for projected population growth and wanted to put its best foot forward as it competed for economic opportunities.

With its sights on winning major economic deals from industry-leading technology companies, Maiden realized it needed a brand identity that matched its unique character and modern ambitions to win potential partners. A historic town with a close-knit community and a resilient spirit, Maiden had the foundational elements in place but needed a way to pull it all together into one cohesive story and visual identity.

What Tools Did We Use?

[develop + design + deploy]
  • Brand Guidelines
  • Brand Positioning & Strategy
  • Copywriting
  • Graphic Design
  • Market Research
  • Positioning and Messaging
  • Brand Collateral

Solution

Maiden hired HAVEN Creative in 2022 to help them develop, design, and deploy a new brand identity showcasing their community's unique characteristics.

Using the Maven Method, HAVEN spent several months speaking with residents, town staff, and community leaders about the history and character of Maiden. Through this process, our team found several key themes that honored Maiden’s history of fellowship, entrepreneurship, and sportsmanship.

Once we identified these themes, we crafted the story of Maiden as a place where the peace of the mountains matched the ambition of nearby large cities and highlighted the entrepreneurial spirit of its people. We then worked with town staff to create a visual identity that celebrated the story of Maiden. Their new logo featured a three-line element that calls back to their brand story and pillars and is one of the only three-color municipal logos in the region.

After the visual identity was created and Maiden approved their new branding, our team helped them chart a 12-month brand launch and identify the important next steps for implementing this new branding.

“Quote Pending”

Source
Title, Association

Results

Maiden unveiled their new branding to the community in December 2022 with a public presentation, a promotional video and social media communications. This narrative and visual identity support Maiden in sharing its unique values as a place to live and do business. With a cohesive narrative, Maiden can celebrate current businesses and attract new businesses, from small businesses downtown to major industry and technology companies.  

The initial launch of the branding was successfully received by the community. The launch video racked up 1,400 views in the first month, and brand adoption continues today.

In May 2023, Maiden was awarded First Place in the 2023 NC3C Excellence in Communication Awards for the Branding/Logo Category. This award recognizes a logo or graphic used to identify or promote a governing body, department, program, or event.

1st Place

NC3C Excellence in Communications Award, Brand/Logo Category

1400

Views on Brand Launch Video

>150

Survey & Interview Responses