Triangle J Council of Governments (TJCOG) is a resource and support hub for local governments, community members, and partners. The organization is founded on the belief that regional success is best achieved through a shared vision and a commitment to the future. Their role in advancing this goal is through the promotion of regional policy, fostering collaboration, and offering technical assistance. With more than 40 member organizations that reflect both urban and rural communities, they found themselves grappling with a common issue – communicating a cohesive brand identity that resonates with their diverse members. They needed a new name, brand strategy, and visual identity. It was at this juncture that they sought our expertise to assist them in solving this branding conundrum.
The strategy we implemented revolved around extensive research into the diversity of the member areas. We sought to find common elements that resonated within this variance, knitting together a unified yet distinct brand identity. Through diligent exploration, we found our shared symbol in the pine tree—an icon of adaptability thriving in diverse terrains, much like their members and organization. This insight gave birth to a new name, Central Pines Regional Council (CPRC), encapsulating their united vision while acknowledging their diversity.
Building on the new name, we conceptualized a brand identity revolving around an abstract split pinecone. The split design echoes the urban-rural dichotomy among their members, emphasizing that each holds equal weight in the council’s balance. The new design echoes the adaptability of the pine tree, illustrating unity amid diversity. Alongside this visual transformation, we devised a brand communications and messaging strategy. This initiative cleared up any prior confusion about CPRC’s role and objectives, providing a clear narrative of their mission and services.
Our strategic approach, resulting in a brand identity and communication strategy, has profoundly redefined the Central Pines Regional Council (CPRC). By blending the symbolism of the pine tree and the abstract split pinecone design, we’ve crafted a brand identity that resonates with both urban and rural members. The comprehensive communications strategy has clarified CPRC’s mission and objectives, forging unity from diversity. The success of this project demonstrates our belief in the transformative power of strategic design, and its ability to drive an organization towards its goals.
