UGA’s Community Branding program receives national recognition for impact
on local economies

When communities partner on strategic branding with the University of Georgia Carl Vinson Institute of Government, they receive more than an attractive logo and catchy tagline; they often become a catalyst for positive change.

“The visual story breathes life into a community and sparks conversation,” explained Kaitlin Messich, who leads the Institute of Government’s branding services. “Pretty pictures draw investment, and when layered with other programs we provide, they maximize impact.”

The program also is being recognized nationally, recently winning top honors in the Place category at the University Economic Development Association (UEDA) Awards of Excellence. The award recognizes the institute's tireless work in guiding communities across Georgia through a brand identity process, creating unique identities that help communities prosper and grow.

Since the program’s inception, Messich has helped 16 communities in Georgia and Tennessee create effective brand strategies, including the Copper Basin regional brand; Ducktown, Tennessee; Hawkinsville-Pulaski County; Athens, Tennessee; Washington County and its eight communities; Colquitt County; Monroe; Vidalia; Holly Springs; Hartwell; and ongoing work in Dooly County.

The service is an outgrowth of the institute’s Renaissance Strategic Vision and Planning (RSVP) process, a proven economic development model that helps communities envision potential and possibilities for their downtowns. Both RSVP and branding rely on engaged leadership and community buy-in for success.

Community branding involves more than just an engaging design and a snappy tagline. To encourage thoughtful implementation, each branding lookbook includes a step-by-step guide for communities to get the most out of their new look and messaging.  

“Smart branding enhances what a community is trying to achieve, whether it’s tourism, economic development, or attracting more people to downtown and local events,” Messich said. “It’s really fun to see how much people love their communities, and branding brings that out.” 

Small cities like Vidalia are seeing positive results from investing in branding. When “The Sweet Onion City” began working with the Institute of Government in 2021, it presented a unique challenge: Integrate seven different onion emblems across departments into one cohesive brand.

“The lack of consistency made it appear like we didn’t work for the same city or were not interested in working together to present a unified look,” said Alexa Britton, executive director of the Vidalia Convention and Visitors Bureau.

Messich and her team designed a cohesive brand and messaging for the city, its annual Vidalia Onion Festival, and the Vidalia Onion Museum and Welcome Center.

Now, visitors to the Vidalia Onion Museum gift shop can purchase items emblazoned with the new logo—from slate coasters and shot glasses to stickers and postcards. The renowned Vidalia Onion Festival, an April event that brings several thousand people to the area, has a refreshed website and social media platforms.

Britton said the new logo and messaging have positively affected tourism.

“We have consistently used the brand in all our marketing and advertising outlets and have seen a 26% increase in visitors to the museum and welcome center and an increase in local accommodations tax of 34.5%,” she said.

Hawkinsville, another middle Georgia community and part of the UGA Archway Partnership, is also reaping the benefits of strategic branding.

In 2021, the community sought to build off Institute of Government services with a request for an Experience Masterplan, combining branding and placemaking. That spurred a revitalization of the community, generating a $500,000 grant from the Georgia Department of Natural Resources to renovate Veterans Park, and a $4.5 million grant for downtown streetscape improvements. The city has seen an estimated 7,000% return on investment from the Hawkinsville branding.

“Hawkinsville and Pulaski County’s rebrand has made an impact on the ongoing progress of our community. It continues to be a great tool for showcasing our beautiful county and everything we have to offer, not only to our citizens but to anyone looking for a new place to explore or even somewhere to call home,” said Jenna Mashburn, Pulaski County sole commissioner.

For more information about the UGA Institute of Government Community Branding program, visit us online.