City of Charlotte

After undergoing significant revitalization and redevelopment, Charlotte, Michigan needed a brand that reflected its charm and growth. We began with research — including focus groups, a SWOT analysis, and “secret shopper” visits — to capture the city’s nuanced identity. 

We developed a versatile brand system with sub-brands for different city entities and applications, from City Hall offices to Charlotte’s annual “Pig Palooza” event. Rustic, timeless visuals reflected the city’s strong, rural past while acknowledging future reinvigoration. Simple and inviting language in Charlotte’s brand platform established a tone that was optimistic and down-to-earth, representing the city’s “small-town on the rise” persona.