About

A Town Initiative to Discover What Makes Our Community Unique

Branding Boone was a grant-funded initiative by the Town of Boone to update and refresh the town government’s brand identity. This includes everything from logos and colors to messaging and how the Town communicates. But more than a design update, this is a moment to reflect on who we are, where we’re headed, and how we want the Town of Boone to show up in the world.

While the focus is on the government’s brand identity, Boone’s civic and place identities are deeply connected. A refreshed brand helps tell Boone’s story both internally and externally. It ensures the Town presents itself with clarity, consistency, and pride—empowering Town staff with better tools and connecting more meaningfully with the community and visitors alike.

Together, we have an opportunity to create a strong identity we can proudly share. By uniting around a common message, we aim to increase civic pride, attract talent and investment, and help visitors understand what makes Boone special. Through this process, we’ll uncover a brand that resonates with locals and distinguishes us from others.

A Collaborative and Research-Driven Process

To lead this effort, the Town of Boone has partnered with CivicBrand, a national place branding firm with over 17 years of experience working with communities across the country. Their team specializes in authentic, engagement-driven branding processes rooted in research and community input.

Among the CivicBrand team is Kelsy Boyle, a full-time designer who grew up in Boone.

“I am proud to see my career come full circle with the opportunity to work with a place that has been so formative to me,” said Kelsy. “My family moved to Boone when I was 12 years old, and from there I spent my youth soaking up the culture of my new home. I strolled down King Street, woke early for farmer’s markets at Horn in the West, and squeezed in a loop through Rocky Knob before class. My first job was serving burritos at Black Cat, and I learned to drive on the Blue Ridge Parkway. It was here that I first discovered my passion for place branding. I was fascinated with the artwork on Appalachian Mountain Brewery beer cans and Hatchet Coffee bags, and recognized the powerful effect these visuals had on my relationship with my town. I was proud to see Boone represented in that way, and it would be an honor to contribute to its ongoing story.”

Community Engagement

The Branding Boone process was built on deep public engagement, ensuring the final brand reflects the authentic identity of Boone. Engagement activities included:

• A community-wide online survey

• Public workshops and stakeholder focus groups

• Pop-up events around town to connect with residents in casual, everyday spaces

• Council updates and presentations.

These events and tools were designed to hear from as many voices as possible—from long-time residents and business owners to students and newcomers. Your input is essential.

Click Here to See the New Boone Brand