How do you connect historic and cultural tourism assets that span more than 100 miles across seven different communities? That was the main objective when Chandlerthinks was asked to develop a brand story, positioning line and logo concepts. We created a Trail and worked diligently to preserve the Trail’s historic architectural sites while expanding the Trail’s story and appeal bringing seven Georgia communities together in agreement to embrace a new brand.
The Trail included multiple sites in both larger cities and smaller communities in a centralized region within the state and the sites were needing connection, relevance, and significance.
From Athens, home to Georgia’s flagship university and Macon, home to an ancient civilization site dating back thousands of years to Milledgeville, Georgia’s former state capital for 60+ years and another trendy college town, the sites included architectural gems, but so much more that didn’t fit under the current theme. After immersing ourselves as visitors to the Trail, we recommended expanding the trail beyond historic house museums and architectural sites to include more of the area’s rich cultural arts and heritage.
This stretch of Georgia is, after all, home to important cultural icons from music (Otis Redding, Little Richard, the Allman Brothers, R.E.M., the B-52s) literature (Flannery O’Connor, Alice Walker, Joel Chandler Harris and the Uncle Remus Museum), numerous artist studios, old taverns and restored historic Main Streets – all with their own compelling stories to share.
We branded the trail to include attractions, historic sites and museums, all telling the captivating stories of the distinct cultural arts, architecture and heritage, to tell the story of Georgia’s new Trail and exciting tourist destination.
Brand Solution: Georgia's Trail of Legacy & Lore
For more information on Georgia’s Trail of Legacy & Lore, click here.