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Rockbridge Launches New Brand Identity
Rockbridge County on Monday began the rollout of a new brand identity that includes a new logo, tag line and focus on enhancing economic opportunities. The endeavor represents a culmination of more than 15 months of work by county officials “aimed at stimulating economic vitality and tourism in the county.”
According to a press release, “The introduction of the new brand identity signifies a dedication to embracing the robust sense of community pride and the natural beauty inherent to Rockbridge County.”
To facilitate this rebranding effort, the county enlisted the consulting firm HAVEN Creative “to conduct market research and develop the brand identity. Throughout the process, HAVEN Cre- ative prioritized community engagement, leveraging surveys and interviews to capture the essence of Rockbridge County’s identity.”
Brandy Flint, the county’s director of economic development, emphasized the “collaborative nature of the project. This initiative was truly community driven.”
She said the branding committee that guided the process was comprised of retired Director of Tourism Jean Clark, Fire-Rescue Chief Nathan Ramsey, Board of Supervisors members Jay Lewis and David McDaniel and herself.
“The committee provided invaluable input throughout the process,” she said. “With their guidance and community engagement, we are confident that this identity authentically reflects the spirit of Rockbridge County.”
A work session with HAVEN Creative was held March 25 with members of the Board of Supervisors and the county’s Economic Development Authority. The brand identity was adopted by the supervisors at their regular meeting later that evening and Flint was directed to begin deploying the initiative.
“This fresh brand identity is yet another step forward in Rockbridge County’s commitment to economic development,” said Leslie Ayers, supervisors chair. “By implementing this branding strategy, we aim to forge connections not only with our residents but also with visitors to our community.”
The press release stated that the brand story for Rockbridge County “highlights its vibrant community culture, adventurous spirit and forward-looking optimism.”
The brand story is as follows: “Seated in the Blue Ridge Mountains, at the southern end of the Shenandoah Valley, Rockbridge is a place defined by its natural features. But it’s also defined by the welcoming people who call Rockbridge home: home to the peaceful, quiet life that so many build here, home to the historical events that have shaped the community. It is also home to potential. Located along two major interstates, Rockbridge sits at the intersection of abundance and opportunity. Whether you live here, work here, or are just visiting, Rockbridge is naturally connected to everything you want.”
The new county logo, states the press release, “showcases various design elements that embody the spirit of Rockbridge. This logo was created to be a graphic representation of the natural beauty found in Rockbridge County. House Mountain sits at the center of the ‘R’ shape. This mountain mimics that of the Rockbridge Outdoors logo to create cohesion between the two brands. The logo showcases a yellow sunrise that represents the abundance of opportunity in the county. Flowing up the center of the ‘R’ is a river, representing the many waterways that Rockbridge is home to.”
The tag line accompanying the logo is the phrase, “Naturally Connected.”
“Through our extensive research, it became evident that Rockbridge County holds a special place in the hearts of its residents,” said Ian Redman, director of strategy at HAVEN Creative. “The story we uncovered really shone a light on the essence of what makes this community so special: abundance and opportunity. We are excited to help share this story with residents and visitors alike.”
“As we reveal our new logo and tag line, we understand that this marks the start of an exhilarating journey,” said Lewis.
“Residents and visitors should anticipate the gradual rollout of our new brand over the next one to two years as we execute our comprehensive branding strategy,” added McDaniel.
