City of Elkins residents and leaders gathered at City Hall on Tuesday, January 21, to participate in a public engagement workshop focused on the creation of a new community brand.
The workshop was facilitated by Will Staley and Ryan Biles of Thrive, Inc., a nonprofit advertising agency in Helena-West Helena, in partnership with the University of Central Arkansas Center for Community and Economic Development (UCA CCED) and the City of Elkins. The session marked the first step in a community-driven branding process to craft a unified identity that reflects the spirit of Elkins.
Staley, Executive and Creative director of Thrive shared, “We are honored to continue this partnership with UCA to assist Elkins in crafting their brand. We enjoyed the community workshop and are grateful to everyone for allowing us to get a feel for who Elkins is and who they aspire to be. We’re honored to play a role as the community develops its distinct narrative during a time of rapid regional population growth.”
Elkins Mayor Troy Reed, added “I’m really excited about this partnership with Thrive, Inc. and CCED. Together, we’re going to build on what makes Elkins special, boost visibility, and create new opportunities for success. This collaboration is all about bringing people together, enhancing our local economy, and making Elkins an even better place to live and visit.”
A creative brief provided by Thrive that outlines the direction for the brand describes Elkins as “a community that lives in balance. With an ideal mix of tranquility and opportunity, the town is nestled in the hills of the Boston Mountains and embraced by the bend of the legendary White River…ready to take its place as a community of excellence in one of the most desirable regions to live in the country.”
Thrive and UCA will continue to work alongside the community to refine and finalize the new visual identity, ensuring that it embodies the city’s unique characteristics. The effort is expected to be a valuable tool in the promotion of Elkins as a vibrant and welcoming place for residents, visitors, and businesses.
Director of UCA CCED Shelby Fiegel said, “A clear and consistent community brand creates a positive first impression. It will set the city apart from its neighbors and foster a sense of pride among community members. A community brand is a foundational tool for spurring future economic and community development.”
The branding initiative is part of the UCA Community Development Pipeline Program. This program aims to provide resources and technical training to help communities and leaders in Washington and Benton counties build economic resilience and enhance quality of life.
For more information about the Elkins branding initiative, please contact Tabatha Duvall, Assistant Director of CCED, at tduvall4@uca.edu or 501-852-2930. For more information about the Community Development Pipeline program, visit www.uca.edu/cced/cd-pipeline-program.
About UCA Center for Community and Economic Development
The Center for Community and Economic Development’s mission is to have a positive impact on communities by equipping leaders with economic tools and resources, building consensus to achieve community goals and bringing University of Central Arkansas resources and communities together. CCED envisions communities across Arkansas and the country with robust economies, a flourishing quality of life and diverse and engaged citizen leaders. CCED provides customized training and technical assistance to communities and their leaders and is part of UCA’s Division of Outreach and Community Engagement.
About Thrive Inc.
Thrive Inc. is a community-centered graphic design nonprofit revitalizing organizations and communities through rebranding while engaging youth leaders to effect community change. Headquartered in Helena, Arkansas, Thrive has been improving life through meaningful design since 2009. The Branding Consultancy process is fundamentally composed of three parts: Brand Discovery, Brand Identity, and Brand Application. We always begin with a creative brief workshop with community stakeholders where we walk through the current context and future goals of the city. This not only gives us accurate, community-based knowledge to build upon but also promotes community ownership of the project from the outset. Through the process, we engage a team of community members to guide the brand creation and provide consistent feedback to ensure the creation of a compelling visual identity system. Once the brand mark or logo has been established, we begin the process of applying the new brand to relevant materials.
