Town of Waxhaw Case Study

Challenge

The Town of Waxhaw was challenged with maintaining its quality of life and small-town charm while also meeting the needs of the growing community. With a growing population of over 18,000, the town was faced with persistent negative media attention which stemmed from the lack of trust between residents and town officials.

We stepped in to help Waxhaw complete a full rebrand and manage their communication program.

Services

[develop + design]
  • Marketing Strategy
  • Communications Plan
  • Brand Identity Development
  • Brand Implementation Plan
  • Website Redesign
[deploy]
  • Managed Marketing Services
  • PR/Media Relations
  • Creative Execution (Social, Print, Digital)

Solution

Maintaining Waxhaw’s historic charm was a priority for us when developing a full rebrand, which included color story, redesigned town seal, and new logos for both the town and all major events.

From community surveys and work sessions, a rustic refined design aesthetic was chosen to represent the existing downtown aesthetic.

We also designed and produced a monthly digital newsletter. With the growing needs of the community, we were then tasked to oversee all marketing and communications for the town. Having a consistent brand image and messaging has helped rebuild trust between residents and town officials.

[the logo]

The official Waxhaw logo, which has remained consistent since 2008, uses a font that was drawn specifically for the Town and was meant to represent the train tracks. We made slight tweaks to update the red color from the previous logo because the general feedback was that it looked like “Christmas colors.” The new logo uses the brand “Wine” (maroon) color.

[the colors]

Spirited greens found in the rolling hills and lush town landscapes gives energy to a sophisticated and refined wine color. Such a delightful tapestry of vibrant shades are a contrast to the richly bronzed brown and soothing ecru representing the polished train rails and iconic walkover bridge. Airy touches of teal inspired by vintage glass bottles bring a calming familiarity to round out the color palette.

[the fonts]

Waxhaw’s fonts were chosen to depict the rustic refined design influence. Thirsty Rough and Veneer, which are used interchangeably for headlines or sub-headlines are vintage letterpress style fonts.

“Quote Pending”

Source
Title, Association

Results

Since the rebrand in 2016, the town has grown from 10,000 to 18,000 residents.

Local breweries, retail, and apartments have boomed in the downtown area, and all of these results combined earned the Town of Waxhaw the “Great Main Street” award in 2018 from the American Planning Association. In 2019, Waxhaw was named the #1 Suburb in Charlotte, NC.

Media inquiries went from 108 inquiries, all negative in Fall of 2017, to 10 inquiries, all positive in 2018. All departments, including the Police Department, adopted the branding. The event logo redesigns for the town won an NAGC Award, and our monthly digital newsletter won an Excellence in Communications Award.

8,000

Increase in population since 2016

2019

Waxhaw named the #1 Suburb in Charlotte, NC

30

Minutes from Charlotte