Sublmnl was approached by members of government leadership in Caldwell County, NC, to develop a new identity for the county. Like many municipalities, a cohesive brand identity had never been developed to represent the area, so it was time to take a step back and look at what kind of image would become instantly recognizable and resonate with locals and visitors alike.

Caldwell County has been known informally as “The Gateway To The Blue Ridge” for decades, so we began developing our new brand identity by leaning into the area’s unique geography. The Blue Ridge Mountains of Appalachia are ever-present throughout the region. They give a unique sense of home to anyone from the area and are a significant draw for visitors. Historically, Caldwell County was known for its leading role in the furniture industry. However, the region faced challenging times with the changing economic climate and manufacturing being moved overseas. So, we dropped the old reliance on the image of a long-lost farming and manufacturing hub and instead focused on the area’s future growth and its unique place in the North Carolina Foothills region. We returned to the old moniker, “The Gateway To The Blue Ridge,” and adopted it into the brand as a true slogan for the county. We then developed a bold primary identity system that reflects the area while adapting to secondary treatments for various government departments. Ultimately, Caldwell County now has a representative identity that can grow along with the area into the future.