Discover Hartwell | Brand Lookbook

B R A N D

L O O K B O O K

This document was produced for the people of Hartwell and Hart County by the University of Georgia Carl Vinson Institute of Government

Hartwell Lookbook

CONTENTS Brand Estd 2025

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Branding Process An overview of the threestep community branding process that builds a brand from research to reality.

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Phase One

Public Input & Research: Gathering insights and ideas to shape a brand message that feels authentic to Hartwell.

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Phase Two

Design and Visual Identity: Bringing the brand to life through custom logos, colors, fonts, and visual storytelling.

78

Brand Application Creative examples of how the brand can shine across marketing, merchandise, and the built environment.

130

Phase Three

Implementation: Putting the brand to work with practical steps for launch, adoption, and community pride.

Back Cover Contacts

Meet the UGA team and Hartwell’s Brand Champions who helped make this vision possible.

Illustration of Downtown Hartwell by Kelsey Broich

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CREDITS PROJECT LEADS Kaitlin Messich, Art Director, UGA Carl Vinson Institute of Government Jason Ford, Downtown Development Authority and Hartwell Main Street Director Rosanna Cruz-Bibb, Ph.D., Hart County Archway Professional, UGA Archway Partnership HART COUNTY ARCHWAY EXECUTIVE COMMITTEE Christine Blomberg, MedLink Georgia, Inc. Amanda Brown, Hart County Chamber of Commerce Steve Burton, Hart County College and Career Academy Bobbie Busha, retired Dwayne Dye, Hart County Industrial Building Authority Jason Ford, Hartwell Main Street and Downtown Development Authority Scott Hardigree, retired Jon Herschell, City of Hartwell Government Kristie Rucker, Lead School Nurse, Hartwell Elementary School Bill Leard, Executive Committee Chair Wyndee McKinnon, Hart Telephone Company Brooks Mewborn, Hart County Board of Education Kevin McCraney, Georgia Power Terrell Partain, Hart County Government Asa “Dick” Phillips, Wakefield Farm

COVER ART Kelsey Broich

HARTWELL PHOTOGRAPHY Bill Powell

SPECIAL THANKS Dick and Julie Phillips, Wakefield Farm Bobby Fleming, Broad River Soil and Water Conservation District Brian Fleming, Hart County Farm Bureau member

HART COUNTY CHAMBER OF COMMERCE Amanda Brown, Executive Director

Catharine Graham and Sharon Magee, The Beacon Bed and Breakfast

UGA CARL VINSON INSTITUTE OF GOVERNMENT CVIOG Creative & Branding Team Kaitlin Messich, Art Director & Public Service Associate Danny Bivins, Senior Public Service Associate Eleonora Machado, Creative Design Specialist Kelsey Broich, Creative Design Specialist T. Clark Stancil, Creative Design Specialist Ben McGarr, Community Resilience Manager

Tray Hicks, Amber, and staff, Hartwell Suites Jodi Gray, Lake Hartwell Wildlife Safari Dr. Nathaniel Clark Dr. Diane Merritt

Survey Research and Evaluation Team Brian Simmons, Public Service Assistant Erik Thomson, Research Professional Office of Communications Margaret Blanchard, Public Relations Coordinator UGA Archway Partnership Rosanna Cruz-Bibb, Ph.D., Hart County Archway Professional 6

HARTWELL BRANDING 2025

To learn about this program, contact Kaitlin Messich at the University of Georgia. kmessich@uga.edu

Introduction

A New Brand for Hartwell Located in Northeast Georgia, Hartwell offers residents and visitors a welcoming, family-friendly environment rich in history and the promise of the future. The only county named after a woman, Hartwell and Hart County honor the legacy of Revolutionary War heroine Nancy Hart.

Cotton dominated Hartwell and Hart County from its founding in 1853 until the mid-1900s. Agriculture, chicken farming, and egg production remain vital local industries. Hart County contributes more than $600 million in annual agricultural output, the second-highest Farm Gate value in Georgia.

Generational farms still define the rural character of Hartwell and Hart County. The construction of Hartwell Dam and Lake Hartwell in the 1950s forever changed the community’s trajectory.

Today, Hart County boasts more than 960 miles of shoreline along scenic Lake Hartwell. The lake is a renowned destination for fishing, boating, camping, and outdoor recreation, drawing over 10 million visitors annually. Events like the annual Pre-Fourth Extravaganza on the banks of Lake Hartwell highlight the community’s vibrant spirit, attracting residents

and visitors alike with parades and fireworks. Such cherished traditions encapsulate Hartwell’s engaging atmosphere and strong sense of place.

Historic downtown Hartwell, recognized as Georgia’s 2023 Downtown of the Year, epitomizes the community’s small-town charm and commitment to revitalization. Collaborative efforts by local leaders, the Downtown Development Authority, small business owners, and partners like the University of Georgia’s Archway Partnership have transformed this once sleepy courthouse town into a thriving regional hub. Incentives like Hartwell’s Rural Zone tax designation have spurred redevelopment of long-neglected downtown buildings. Enhancements such as Railroad Street Park, vibrant murals, and businesses like Southern Hart Brewing Company and High Cotton Music Hall have helped position downtown Hartwell as a regional destination. Participation in UGA’s Archway Partnership has further bolstered the community, securing more than $4.8 million in improvements in 2022 alone and reinforcing Hartwell’s dedication to renewal and economic growth.

HARTWELL BRANDING 2025

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INTRODUCTION: A NEW BRAND FOR HARTWELL

Branding for a New Era As Hartwell and Hart County experience sustained growth, the community’s commitment to economic development and enhancing quality of life continues to set it apart.

To further elevate its appeal and attract visitors, employers, and residents, local leaders recognized the need for a refreshed brand identity that embodies Hartwell’s unique essence.

In 2024, the UGA Carl Vinson Institute of Government and the Archway Partnership collaborated with community stakeholders to craft an updated brand strategy. This branding initiative celebrates Hartwell’s authentic values, distinctive identity, and deep sense of place while positioning the community for a vibrant and prosperous future.

The foundation for this project was laid in 2016 when the City of Hartwell partnered with the Hartwell Downtown Development Authority and the Hart County Chamber of Commerce to design a unified logo. A branding committee, formed from local representatives, worked closely with Jake Green, a talented graphic design intern with the UGA Archway Partnership, to develop a visual identity that reflected Hartwell’s character.

With guidance from Georgia Main Street, the committee engaged in a collaborative process to define a shared vision for the brand. Jake Green incorporated extensive community input into several design options, culminating in the committee’s unanimous selection of a final logo in July 2016. While the original logo was a significant first step in branding Hartwell, it became clear over time that the design was visually limiting. It lacked a robust graphics package, making it challenging to adapt to modern marketing needs.

The refreshed logo presented in this document not only honors the legacy of the original design but also addresses its limitations. This updated branding effort includes a comprehensive graphics package featuring a cohesive palette of colors, fonts, secondary logos, social media icons, and custom illustrations. These new tools equip the city and county with the resources to effectively market Hartwell to a new generation, ensuring its continued relevance and appeal.

Rooted in community values and aspirations, this updated branding represents Hartwell’s readiness to embrace future opportunities, ensuring its place as a thriving hub for living, working, and visiting.

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HARTWELL BRANDING 2025

Opportunity to Build on an Existing Identity Creating a comprehensive branding strategy for Hartwell will help it compete with other Lake Hartwell communities in Georgia and South Carolina. With 56,000 acres of water and 962 miles of shoreline, Lake Hartwell attracts more than 10 million visitors annually. This makes it one of the top three most-visited U.S. Army Corps of Engineers lakes in the country.

Local leaders recognize the immense, untapped economic potential of Hartwell’s natural assets. Many business and civic leaders also aim to elevate Hartwell’s branding and marketing message to match and surpass the level of surrounding communities.

The community brand detailed in this document goes beyond mere promotion; it represents a collaborative effort that brought community members together to craft a consistent look and message that resonates with locals and visitors. By distinguishing itself from surrounding communities, Hartwell establishes itself as a destination with unique charm and character.

This branding initiative leverages powerful marketing tools to enhance economic development by attracting investment and targeting key audiences. A critical emphasis is placed on building local pride and empowering residents to become brand champions, encouraging a sense of ownership and connection to their community.

The cohesive and authentic community brand provides opportunities for residents to display their hometown pride through branded merchandise, social media campaigns, and other initiatives.

Over a 12-month process, the Institute of Government’s branding team worked alongside the community and Archway Partnership to develop a brand identity and strategy defined by those who know and love the city the most — its residents.

The result is a comprehensive, community-driven brand that reflects Hartwell’s unique character and aspirations.

Lake Hartwell:

ONE OF THE TOP 3 MOSTVISITED U.S. ARMY CORPS OF ENGINEERS LAKES.

56k 962 10M acres of water

miles of shoreline

Lake Hartwell attracts more than 10 million visitors annually

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INTRODUCTION: THE BRANDING PROCESS

BRANDING PROCESS Overview of the Institute of Government’s Community Branding Process

Community branding is a three-phase, community-driven process typically completed within one year. Its purpose is to authentically capture the voice of the people while building community buy-in — a critical element for creating a successful brand.

For this project, UGA Institute of Government faculty and staff collaborated closely with Downtown Development Authority Director and Main Street Director Jason Ford, as well as Hart County Archway Professional Rosanna Cruz-Bibb, who served as community liaisons. Through interviews with residents and an online survey that garnered input from nearly 1,000 community members, the process ensured that the resulting brand authentically represents the place, people, and culture.

The Institute of Government’s community branding process involves three distinct phases: Discovery and Analysis:

Understanding the community’s identity through surveys, interviews, and workshops to gather insights and define core values.

Design and Brand Development:

Translating insights into visual and messaging elements, including logos, colors, fonts, and additional brand assets.

Partnering with UGA ensures a brand that authentically reflects the community.

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HARTWELL BRANDING 2025

Brand Implementation and Rollout:

Equipping the community with tools and strategies to launch and sustain the brand, fostering longterm engagement and pride.

Phase One

Phase Three

Discovery and Analysis

Brand Implementation and Rollout

Phase One centers on collecting public input and conducting research and analysis, typically requiring two to three community visits. This phase includes the following steps:

Phase Three focuses on the introduction of the finalized brand to the community. This phase involves one final community visit and includes:

• Creation of a Branding Steering Committee: A group of community stakeholders is assembled to guide and oversee the branding process.

• Community Brand “Lookbook”: A comprehensive document summarizing the brand’s development and providing usage guidelines.

The Lookbook includes:

• Public Input Meetings: Includes focus groups and one-on-one interviews to gather diverse perspectives.

» Analysis and Summary of Findings: Recap of insights gathered during the process.

• Online Survey: A digital tool to collect input from a broader audience.

• Analysis of Existing Brand and Marketing Materials: Evaluation of current branding elements and strategies to identify strengths and weaknesses.

• Community Immersion Tour: On-site exploration to understand the community’s culture, assets, and character.

• ESRI Community Tapestry Study: A demographic analysis tool that segments the community based on socioeconomic and lifestyle characteristics.

Phase Two

Design and Brand Development Phase Two involves the development of the brand’s visual identity and brand message based on findings from Phase One. This phase typically includes two community visits and involves the following: • Presentation of Findings from Phase One: Sharing insights and data with the branding steering committee.

• Analysis of Competition: Identifying and evaluating competing communities to find unique positioning opportunities.

• Development of Logo and Tagline Concepts: Designing multiple initial concepts for the community’s logo and tagline.

• Asset Identification: Cataloging the community’s tangible and intangible assets that can be leveraged in branding.

• Presentation of Design Concepts to Steering Committee: Reviewing and discussing proposed designs with the committee.

• Differentiation: Establishing what sets the community apart from others.

• Refinement: Selecting and refining one design concept to become the official community brand.

• Creation of Branding Statement: Crafting a concise statement that encapsulates the community’s identity and aspirations.

• Finalized Designs: Gaining approval from the steering committee for the completed brand identity.

» Brand Usage Guide: Instructions for consistent and effective application of the brand. » Brand Application: Examples of how the brand can be implemented across various platforms. » Community Brand Launch Recommendations: Strategies for introducing the brand to the public. » Complete Package of Digital Files: Includes all finalized design elements with full usage rights in a shareable Dropbox folder. » One Round of Free Editing: Opportunity for adjustments to the Lookbook. » Printed Booklets: Physical copies of the Lookbook for distribution.

Digital copies are also available.

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Phase One

Discovery and Analysis

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PHASE ONE: DISCOVERY AND ANALYSIS

Gender Distribution: • Female: 51.7% • Male: 48.3%

Demographics

28,2 Hart County, Georgia, has an estimated population of 28,226 as of 2024, reflecting a growth rate of 2.43% over the past year.1

These statistics highlight areas where community support and development may be necessary to address economic challenges.

Collecting demographic data is essential for place branding as it provides a comprehensive understanding of a community’s unique characteristics, enabling the creation of a brand that authentically reflects its identity and appeals to target audiences. Demographics help define key groups, such as residents, visitors, and investors, ensuring branding efforts address their needs and preferences.

This data highlights local strengths, such as cultural diversity or age distribution, and identifies economic opportunities, guiding strategies to attract businesses, investments, and tourists. Additionally, demographic insights allow for data-driven storytelling, helping communities differentiate themselves from competitors while highlighting their growth and potential. By establishing a baseline, demographic data also enables communities to measure the long-term success and impact of branding efforts.

Native American Asian

Other races

Two or more races

Hispanic or Latino (of any race) African American

White

0%

10%

20%

30%

40%

50%

60%

70%

51.7%

48.3%

Racial Composition: • • • • •

Native American: 0.3% Asian: 0.7% Other races: 1.3% Two or more races: 1.8% Hispanic or Latino (of any race): 2.7% • African American: 20.1% • White: 75.7%

80%

Age Distribution:

25 to 44

18 to 24

Other 44%

Under 18

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HARTWELL BRANDING 2025

45 to 64

65 and older

• • • • •

Under 18: 23.5% 18 to 24: 8.2% 25 to 44: 24.3% 45 to 64: 27.8% 65 and older: 16.2%

Income Statistics:

Household Information: • • • •

Total households: Approximately 10,043 Average household size: 2.47 Average family size: 2.95 Family households: Around 7,109

226 $36K

Median household income: $36,739

2.95 +7K Average family size: 2.95

Family Households: Around 7,109

$46K

Poverty Rates:

Median family income: $46,682

14% 19% Families below poverty line: 14.4%

Overall population below poverty line: 19.1%

Overall population below poverty line: 19.1%

Under 18: 27.1% 65 and older: 11.1%2

$21k Per capita income: $21,337

1 World Population Review. “Hart County, Georgia Population 2024.” World Population Review, https://worldpopulationreview.com/us-counties/georgia/hart-county. Accessed 25 Nov. 2024.

2 U.S. Census Bureau. “QuickFacts: Hart County, Georgia.” United States Census Bureau, https://www.census.gov/quickfacts/fact/table/hartcountygeorgia. Accessed 25 Nov. 2024.

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PHASE ONE: DISCOVERY AND ANALYSIS

Psychographics Understanding the Heart of the Community: Lifestyles, Values, and Aspirations

Psychographics go beyond basic demographics by uncovering the deeper motivations, values, and behaviors that define a community’s identity. Unlike traditional statistics that focus on measurable traits such as age, income, or education, psychographics examine how people think, feel, and live—what drives their choices, how they spend their time, and what they prioritize in daily life.

In Hartwell, understanding psychographics is crucial for building a brand that resonates authentically with both residents and visitors. By identifying shared interests, values, and aspirations, the community can craft messaging that highlights what truly makes Hartwell special. From those who cherish small-town traditions and strong family bonds to those who seek outdoor adventure, arts, and local culture, Hartwell’s diverse lifestyles come together to create a dynamic and welcoming environment.

For longtime residents, Hartwell represents heritage, faith, and deep community ties, with generational families contributing to its strong sense of place.

Newcomers are drawn to the area’s quality of life, peaceful surroundings, and thriving local scene, where they can experience the perfect balance of relaxation

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HARTWELL BRANDING 2025

and engagement. Many residents share a passion for outdoor activities, from boating on Lake Hartwell to enjoying parks and trails, while others find fulfillment in supporting local businesses, attending cultural events, or participating in civic groups.

Psychographics also reveal the emotional connections people have with their surroundings. In Hartwell, this manifests through a sense of pride, hospitality, and shared experiences. Whether it’s gathering at a local event, exchanging a wave with a neighbor, or passing down family traditions, these small but meaningful moments contribute to the town’s unique character.

Understanding these motivations helps guide community branding, development, and engagement strategies, ensuring that Hartwell continues to attract people who appreciate and embrace its way of life.

By leveraging psychographic insights, Hartwell can develop a compelling, people-centered brand that speaks directly to the hearts of those who call it home—and those who will. Whether through marketing efforts, community initiatives, or public engagement, tapping into what truly matters to its residents ensures that Hartwell continues to thrive as a place where people can live well, play well, and belong.

"Hartwell isn’t just a place on the map—it’s a way of life. From deep-rooted traditions to new opportunities, our community thrives on connection, purpose, and a shared sense of belonging."

discoverhartwell.com

PHASE ONE: DISCOVERY AND ANALYSIS

ESRI Tapestry Study Uncovering Community Insights: Lifestyle Segments and Market Trends ESRI Tapestry Segmentation provides invaluable insights into the diverse lifestyles and behavior patterns of people across the United States. By categorizing neighborhoods into detailed demographic and socioeconomic segments, Tapestry Segmentation equips communities and businesses with a nuanced understanding of their target audiences. This data is essential for crafting tailored marketing strategies and developing experiences that resonate with specific consumer groups.

One of the key strengths of ESRI Tapestry Segmentation is its ability to delve into psychographics, exploring how people behave, what they value, and how they spend their time and money. These insights enable local governments, businesses, and organizations to personalize their approaches, fostering deeper connections and cultivating customer or resident loyalty. For cities, this tool aids in shaping place branding efforts by highlighting unique characteristics and aligning them with the aspirations and preferences of residents and visitors alike. The result is a more authentic and impactful brand that drives economic growth and community engagement.

In Hartwell, the community’s tapestry segments provide a vivid picture of its residents’ diverse lifestyles and preferences. The top three segments identified are:

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•

Rooted Rural: Representing 36% of the population, this group is characterized by their traditional values, rural lifestyles, and strong community ties.

•

Southern Satellites: Comprising 22% of the population, this segment includes middle-aged families and couples living in the rural South, known for their close-knit communities and moderate incomes.

•

Rural Resort Dwellers: Making up 13% of the population, this segment reflects older residents who enjoy rural, outdoor lifestyles with an emphasis on leisure and relaxation.

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By leveraging ESRI Tapestry Segmentation, Hartwell can better understand and address the needs of its residents while creating marketing and branding initiatives that authentically reflect the community’s character. This tool is a cornerstone of effective place branding, helping to identify opportunities for growth, engagement, and sustainable development.

Rooted Rural (36%) Rooted Rural residents are deeply connected to outdoor activities, such as hunting, fishing, and gardening, which are integral to their lifestyle. They value time spent with family and friends and often bond over television shows like those on CMT, the History Channel, and GSN. Their purchasing habits reflect a preference for American-made and generic products, displaying their practical and cost-conscious nature.

Faith and family are central to their lives, anchored with a strong sense of tradition and community. They often own practical tools and equipment, such as riding lawnmowers and garden tillers, which they use to maintain vegetable gardens. Pets, including dogs, cats, and birds, are cherished companions in their homes.

Their media preferences lean heavily toward faith-based radio and genres like country and gospel music, reflecting their values and interests. Many Rooted Rural residents rely on Medicare for healthcare and frequent pharmacies like Walgreens to meet their medical needs.

These insights into Hartwell’s tapestry segments provide valuable guidance for businesses and organizations looking to connect with and serve this community effectively, helping to align offerings with their lifestyle and preferences.

Southern Satellites (22%) In Hartwell, the Southern Satellites segment makes up a significant portion of the local population, comprising 22% of residents. This group represents the second-largest market within rural settlements, typically located in Southern metropolitan areas. Southern Satellites

are characterized by slightly older, settled married-couple families who take pride in owning their homes.

Members of this segment are employed across various industries, including manufacturing, healthcare, retail trade, construction, and agriculture.

Notably, they have a higher representation in agricultural occupations than the national average. They cherish country living, enjoying outdoor activities, and embracing DIY home projects as a way of life.

Recognizable for their trusty trucks, Southern Satellite residents often prefer to service their vehicles themselves, highlighting their self-reliance and practical skills. A defining feature of households in this segment is the presence of a satellite dish, reflecting their connection to media and entertainment.

Understanding the preferences and behaviors of the Southern Satellites segment is essential for businesses aiming to connect with this demographic. By aligning products and services with the values and interests of the segment, businesses can their unique needs and help contribute to Hartwell’s growth and engagement.

Rural Resort Dwellers (13%) Hartwell’s Rural Resort Dwellers segment represents a distinctive demographic, comprising 13% of the local population. These individuals typically reside in picturesque rural areas, where the changing seasons offer abundant outdoor activities. While many are nearing retirement age, they often postpone doing so or return to work to maintain active lifestyles and financial stability. This segment continues to engage in skilled occupations and focuses on preserving and growing wealth through low-risk investments.

To support their lifestyle choices, Rural Resort Dwellers may travel farther for employment or embrace remote work opportunities, a trend that has increased since the COVID-19 pandemic. They are passionate about outdoor pursuits, such as fishing and hunting, while also prioritizing quality time with their spouses and maintaining a vibrant social calendar.

Their television preferences reflect their hobbies and interests, favoring networks like National Geographic, Discovery Channel, and the Weather Channel. Understanding the values and interests of this segment is essential for businesses aiming to connect with and serve the Rural Resort Dwellers of Hartwell effectively, aligning offerings with their active and nature-focused lifestyles.

UNDERSTANDING HARTWELL'S COMMUNITY: ESRI TAPESTRY INSIGHTS

36%

of Hartwell's population falls into the "Rooted Rural" segment, characterized by strong community ties, rural living, and traditional values.

22%

of Hartwell's population belongs to the "Southern Satellites" segment, featuring middle-aged families in rural Southern communities with moderate incomes.

13%

of Hartwell's population is part of the "Rural Resort Dwellers" segment, representing older residents who enjoy outdoor recreation and a relaxed lifestyle.

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PHASE ONE: DISCOVERY AND ANALYSIS

Public Brand Perceptions The perceptions detailed here were gathered through an online survey and in-person meetings and interviews conducted in Hartwell.

Researching brand perception is a critical step in creating a brand identity for Hartwell and Hart County. Understanding how residents and visitors view and experience the community provides valuable insights into its unique attributes, strengths, and areas for improvement. By analyzing this feedback, Hartwell can craft a brand that reflects the community’s character, values, and aspirations. This informed approach ensures that marketing strategies resonate with target audiences, foster community pride, and attract new residents, businesses, and tourists. A well-researched brand identity enhances the community’s reputation, boosts its appeal, and supports sustainable growth and development.

The public input results offer a revealing portrait of the community surrounding Lake Hartwell, with 962 survey responses symbolically matching the 962 miles of shoreline along its banks.

An impressive 91% of survey responses came from current residents, highlighting strong local engagement in the data collection process. As is typical for such surveys, gender distribution skewed heavily female, with nearly three-quarters (72%) of participants being women, while just over a quarter (27%) were men.

The racial composition of survey participants also showed notable trends. White residents accounted for 93% of responses, with Black residents representing 3% and residents of Hispanic origin making up 2%. These figures reflect a demographic skew when compared to the broader community. Additionally, over half of the participants (52%) reported growing up in Hartwell or Hart County, while 48% moved from outside the county; indicating a nearly even mix of longtime locals and newer arrivals.

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HARTWELL BRANDING 2025

Notably, a significant majority of respondents have lived in the area for over a decade (84%), with a smaller portion (29%) having moved away and later returned. These insights provide valuable perspectives on the people who make up Hartwell and the surrounding community, offering a foundation for developing a brand that resonates deeply with its audience.

962 91

%

survey responses

of survey responses came from current residents

Why Residents Choose to Stay The survey results offer valuable insights into why individuals prefer to remain in Hartwell.

Family ties emerge as the most significant factor, with 86% of respondents citing family connections as their primary reason for staying in the area. Other key reasons include proximity to work (39%), excellent schools for their children, safe neighborhoods, and abundant recreational opportunities around the lake.

For those who left Hartwell and later returned, living near family remains the leading motivator for their decision to come back (87%), followed by proximity to work (25%) and the quality school system (18%). These findings underscore the profound influence of familial connections and the appeal of a close-knit community in shaping decisions to live and remain in Hartwell.

86 % 30

%

family connections

proximity to work

Why New Residents Choose Hartwell

25

%

Newcomers migrated from outside Georgia

“We were weekenders for 17 years.”

- Current Hartwell Resident

Survey respondents who did not grow up in Hartwell or Hart County shared compelling reasons for relocating to the area.

The allure of Lake Hartwell stands out as a major draw, with many noting weekends spent by the water or visits with friends as their first introduction to the region. Additionally, the desire to escape city life — characterized by traffic, high living expenses, and crime — motivated many to seek refuge in Hartwell’s tranquil surroundings.

Other top reasons include the abundance of outdoor recreational opportunities, the charm of small-town living, welcoming churches, and the perception of Hartwell as an ideal place to retire. These responses highlight Hartwell’s multifaceted appeal, offering a blend of natural beauty, community spirit, and quality of life that continues to attract newcomers.

Many newcomers (25%) migrated from outside Georgia, indicating Hartwell’s appeal extends beyond state borders. Migration to the southeastern United States, particularly Georgia, has increased in recent decades due to the region’s lower cost of living, favorable climate, and growing job markets.

Within Georgia, individuals relocate to Hartwell from various counties, including suburban Gwinnett County and Fulton County in Metro Atlanta, more rural Franklin and Elbert Counties in Northeast Georgia, and Clarke County. These diverse origins reflect a mix of urban and rural backgrounds, showcasing the broad spectrum of individuals drawn to the unique offerings of Hartwell.

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PHASE ONE: DISCOVERY AND ANALYSIS

Public Input: What People Love About Hartwell and Hart County Residents and visitors alike view Hartwell and Hart County as a haven for those with active, outdoorsy, and social lifestyles. The region’s crown jewel, Lake Hartwell, offers activities catering to diverse interests, including boating, fishing, kayaking, paddleboarding, and swimming.

Many enjoy leisurely walks along the dam, watching sunsets over the serene waters, or simply relaxing by the lake shores. Camping enthusiasts find peace in scenic spots like Paynes Creek and Hart State Park.

Beyond the lake, both outdoor and indoor recreational opportunities abound. Popular activities include pickleball, tennis, golf, biking, hiking trails, and hunting. The vibrant community extends to award-winning downtown Hartwell, where visitors can explore charming shops and eateries, immerse themselves in the local arts scene, enjoy drinks at the local brewery, and experience live music at venues like High Cotton. Regular cultural events and festivals further establish downtown as a destination for Hart County residents and visitors from the surrounding region.

Hartwell encourages a sense of community through local churches, civic groups, and volunteer organizations, which provide opportunities for connection and contribution. Residents also enjoy various social activities, from book clubs and family gatherings to spirited high school sports events.

In Hartwell, nature, recreation, and community converge to create a lifestyle cherished by all who experience it.

Public Input: Favorite Local Events Residents of Hartwell and Hart County enjoy a vibrant calendar of local events that reflect the region’s rich character, culture, and strong sense of community. Leading the list is the Hartwell Pre-4th Extravaganza, an eagerly anticipated annual tradition hosted by the Hartwell Service League. An impressive 75% of survey respondents identified Pre4th as their favorite local event.

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As autumn arrives, Hartwell comes alive with Hartwell Scarecrows, a whimsical downtown display mentioned by 57% of survey participants. Other popular events include Depot Days and HartOberFest, which draw both locals and regional visitors. Car enthusiasts and music lovers flock to the Cars and Guitars Festival, highlighted by 46% of survey respondents. The Makers Market also holds a special place in the community, highlighting artisanal crafts and locally sourced goods, and was noted by 42% of participants as a favorite event.

In addition to these annual celebrations, regular live music performances downtown are a popular attraction, further enriching Hartwell’s cultural landscape.

These downtown events are central to community life, reinforcing the hometown spirit of Hartwell and Hart County while creating cherished memories for residents and visitors alike.

Public Input: Other Feedback Through the community survey and public input meetings, residents shared sentiments and concerns, providing valuable feedback to the city and county. While some expressed apprehension about Hartwell becoming overcrowded and potentially losing its cherished small-town charm, many highlighted their appreciation for the area’s rural character and picturesque landscapes. Nostalgia emerged as individuals lamented the absence of the iconic painted bulldog on the downtown water tower, a symbol deeply connected to local identity.

Painted not for the University of Georgia Bulldogs, but instead for the Hart County High School’s beloved mascot, this water tower mural was a local landmark.

Conversely, some residents embraced the prospect of growth, advocating for more recreational opportunities and amenities to enhance community life. The music playing around the square received widespread praise, with many noting that it created a vibrant and inviting atmosphere. Residents also

75

%

of survey respondents identified Pre-4th as their favorite local event.

stressed the importance of preserving Hartwell’s agricultural heritage and supporting locally owned farms and small businesses, recognizing their critical role in maintaining a sense of connection and economic vitality.

These insights reflect the diverse perspectives and priorities within Hartwell and the broader community. The opinions and input of residents have informed efforts to develop an authentic community brand that honors Hartwell’s rich heritage while embracing the opportunities of its dynamic future.

Public Input: Perceptions About the Current Tagline, “Live Well, Play Well, Hartwell” In evaluating current brand perceptions within the community, the tagline “Live Well, Play Well, Hartwell” received positive feedback. Nearly half of respondents (48%) deemed it “fine,” while 18% expressed outright satisfaction, believing no changes were necessary. Conversely, only 19% of respondents voiced dissatisfaction with the tagline, and 16% indicated they had no opinion on it.

Public Input: Target Markets – Who Should Hartwell and Hart County Aim to Attract When asked who Hartwell should aim to attract, many residents expressed a clear sentiment: “Nobody!” This strong desire to preserve Hartwell’s small-town character and avoid overcrowding was a recurring theme.

However, among those open to growth, small businesses and entrepreneurs emerged as the top priority, with 66% of respondents advocating for these groups. Families with children followed closely, with 63% emphasizing the importance of catering to their needs.

Young professionals garnered support from 32% of respondents, while tourists and retirees were also seen as potential targets, with 30% and 26% respectively. Additionally, 23% of respondents recognized the importance of attracting industry and manufacturing to bolster economic development. Survey and focus group participants further highlighted the need to attract restaurants and doctors, aiming to enhance local amenities and healthcare access.

48

%

considered the tagline “fine”

18

%

expressed outright satisfaction Supporters of the tagline found it memorable and catchy, appreciating its positive and aspirational tone.

However, some residents raised concerns about its alignment with local pronunciation, noting that it did not resonate with the colloquial “HartWULL” pronunciation. Additionally, some of the community expressed nostalgia for the previous tagline, “Best Town by a Dam Site.”

Local leaders might consider incorporating both concepts into Hartwell’s branding strategy to appeal to different audiences. For instance, the “Best Town by a Dam Site” tagline could be used in playful and informal marketing efforts, such as on Koozies at concerts and events, with “Live Well, Play Well, Hartwell” remaining the primary, aspirational tagline. This dual approach could allow Hartwell to honor its heritage while embracing its evolving identity.

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Public Input:

Perceptions About the Current Hartwell Logo Feedback about the current Hartwell logo revealed positive opinions among respondents. A majority (54%) considered the logo “fine,” while 20% expressed satisfaction, believing no changes were necessary. In contrast, 18% of respondents indicated dissatisfaction, and 7% had no opinion.

Supporters of the logo praised its simplicity and the effective representation of water and the lake, elements that resonate with Hartwell’s identity and natural appeal. However, some critics described the design as “boring” or “plain,” expressing a desire for a more visually engaging and dynamic logo.

Also, some respondents highlighted nostalgia for the iconic bulldog formerly featured on the water tower, reflecting a sentimental connection to past symbols of local identity.

These insights suggest an opportunity to balance Hartwell’s current logo design with elements that honor its heritage, ensuring the community’s visual identity remains relevant while respecting its traditions and history.

Current logo applied to water tower

Public Input Conclusion:

A Positive Brand Perception Community survey and public input results reveal overwhelmingly positive perceptions of Hartwell and Hart County.

This confident and optimistic outlook reflects the collaborative efforts of the city, county, chamber, civic groups, and residents in making this community a wonderful place to live, work, and visit.

The community’s deep-seated love for Hartwell is evident, as residents express intense local pride. The lake’s allure, the family-friendly atmosphere, and the town’s small-town charm are why people hold Hartwell dear. Additionally, the city’s existing tagline and logo are well-received, reinforcing its positive brand image.

The Chamber of Commerce and local government deserve commendation for their exceptional dedication to promoting and enhancing Hartwell’s appeal. Furthermore, most residents express a strong preference for Hartwell over other locales and intend to remain in the area, underscoring its enduring small-town charm and community spirit.

Current logo applied to banner

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Logo Update Recommendations From a design standpoint, the horizontal format of the current Hartwell logo limits its versatility and adaptability for use across a wide range of formats, particularly in marketing materials and digital platforms. A logo refresh presents an opportunity to modernize Hartwell’s visual identity and enhance its appeal to a broader audience.

Introducing several secondary logos, including vertical options, could address the limitations of the current design and provide greater flexibility for various applications and contexts. Secondary logos can include variations in format, orientation, and emphasis, offering more creative expression while maintaining brand consistency. For instance, vertical or stacked logo versions work better in layouts for social media profiles or banner signage.

Incorporating secondary logos with variations in color schemes or graphic elements can also cater to different demographics or highlight specific aspects of Hartwell’s identity. For example, these variations could emphasize the community’s natural beauty, cultural heritage, or recreational opportunities. By adopting a refreshed primary logo alongside secondary logo options, Hartwell can create a cohesive and dynamic visual identity that strengthens its brand presence across various channels and mediums.

Current logo on https://hartwellga.gov

Current Logo:

Challenges and Limitations »Low resolution, “fuzzy” »Horizontal orientation is fine, but need other formats »Lacking a usable graphic »Need different file formats »Need a logomark that will work on social media »Need an all-white version »Need accent colors to build out brand look

Current logo (low resolution)

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Brand Strategy The branding strategy for Hartwell and Hart County is designed to instill community pride and highlight the area’s active, social, and vibrant character.

The tagline “Live Well, Play Well, Hartwell” serves as a cornerstone, reflecting the town’s ethos of balanced living and recreational enjoyment. This branding initiative aims to evoke a sense of fun, social connection, and dynamic small-town living. A key element of this strategy is leveraging the lake as an iconic symbol, using it as a conversation starter to showcase various facets of Hartwell’s appeal.

The proposed strategy includes a comprehensive graphics package, featuring an updated primary logo and the addition of secondary logos. These secondary logos will provide design flexibility and adaptability for different uses and visual contexts. The branding message is structured around three central themes: Live, Play, and “Hart” (heart), each emphasizing unique aspects of the Hartwell experience.

Core Brand Values of Hartwell Friendliness and Welcoming Nature:

Family Values and Pride:

Hartwell prides itself on its friendly and welcoming atmosphere, reflecting a deeprooted sense of hospitality and warmth.

Deep family values and a proud hometown spirit are central to Hartwell’s identity. Residents rally around their home team and each other, fostering a strong sense of community.

Humility and Genuine Hospitality:

Appreciation for Outdoor Activities:

Shaped by generations of farmers and faithbased communities, Hartwell embodies humility and genuine hospitality, fostering an unspoken code of kindness toward all.

The community cherishes its access to outdoor activities, the lake, and Hartwell’s scenic rural beauty, offering countless opportunities for exploration and recreation.

Giving Back:

Quality of Life and Living Well:

A strong culture of generosity and support defines Hartwell, with residents coming together to help one another, especially in times of need.

Work Hard, Play Hard:

Hartwell residents exemplify a traditional rural work ethic while also prioritizing outdoor recreation and relaxation to maintain a balanced lifestyle.

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Hartwell values its high quality of life, emphasizing living well, playing well, and enjoying a balanced and fulfilling pace of life.

Small-Town Convenience: Hartwell residents appreciate the town’s convenient location, which provides easy access to city amenities while maintaining proximity to idyllic mountain retreats.

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Brand Position Statement A brand position statement in community branding is a concise declaration that captures the unique identity, value, and character of a location, serving as the foundation for all branding and marketing efforts. It defines what sets the place apart, its emotional appeal, and its target audiences, ensuring consistency in messaging across various channels. This statement is crucial for attracting the right audiences – from residents, tourists, or investors – while fostering community pride and cohesion by reflecting shared values and aspirations. It also differentiates the location from competitors and enhances its reputation, supporting economic growth and sustainable development. By providing a clear and compelling narrative, a brand position statement ensures that a place resonates authentically with stakeholders and achieves its branding goals.

Tagline: Live Well, Play Well, Hartwell

Hartwell is not just a great place to live—it's an invitation to live life to the fullest.

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The Hartwell brand steering committee worked with the Institute of Government team to craft the following brand position statement:

Hartwell is more than the lake,it is a place that is best described as friendly, welcoming, humble, and laid back. The influence of generations of farmers infuses Hartwell with genuine hospitality and big-heartedness. Hartwell welcomes residents and visitors with an unspoken code of neighborly kindness towards all. The community's generous culture of giving back is evident at every turn.

In Hartwell, hard work and relaxation go hand in hand,embodying the essence of Southern living.

With deep-rooted family values and a proud spirit for their hometown, residents rally around their home team and each other during times of need.

In Hartwell people focus on what matters most.

Hartwell is an outdoor playground waiting to be explored, all set against the stunning rural beauty and rolling hills of scenic northeast Georgia. From adventures on the lake to leisurely strolls through the vibrant downtown, Hartwell offers something for everyone to enjoy.

Conveniently located just a few hours from the city and idyllic mountain retreats, Hartwell is not just a great place to live—it's an invitation to live life to the fullest. In Hartwell, every day is an opportunity to live well, play well, and experience the pace of life that’s just right.

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Hartwell’s Three Core Brand Pillars Live Well: It’s All About Quality of Life

Play Well: It’s All About Having Fun

The “Live Well” component of Hartwell’s branding strategy captures the elements that make it a wonderful place to thrive and enjoy a fulfilling lifestyle. This theme highlights Hartwell’s commitment to a supportive and enriching environment for residents across all facets of life.

The “Play Well” aspect of Hartwell’s branding strategy celebrates the community’s abundant recreational opportunities and vibrant social scene. Hartwell offers activities and events that promote active living, social connections, and enjoyment for all ages.

Promoting health and well-being is central to this pillar. Unlike many rural communities, Hartwell provides access to quality healthcare facilities, services, and wellness programs. From comfortable homes and lakeside cabins to expansive properties with scenic views, Hartwell’s residential options cater to diverse preferences. Retirees are especially attracted to the area’s active lifestyle and welcoming community environment.

Lake Hartwell is the centerpiece for summer fun, providing opportunities for swimming, boating, fishing, and other waterbased activities. Summer nights feature lively events such as lakeside fireworks, concerts, and outdoor entertainment, creating unforgettable experiences for families and friends. Beyond the lake, Hartwell offers hiking trails, parks, and nature preserves that attract visitors and new residents seeking an active lifestyle.

Family-oriented amenities and activities, along with pet-friendly spaces, emphasize Hartwell’s dedication to strengthening family bonds and building a strong community. Hart County’s excellent schools ensure children receive high-quality education, empowering the next generation with opportunities for growth and success.

Local playgrounds and parks provide children spaces to play and explore, while youth sports leagues and school athletics build teamwork and community pride. Youth theater and cultural enrichment programs further enhance the recreational landscape, offering avenues for artistic expression and involvement.

Hartwell also boasts a vibrant culinary scene, with local markets and eateries providing diverse dining options. Downtown Hartwell offers shopping opportunities in charming boutiques and locally owned stores, further enriching the community’s appeal.

“Play Well” reflects Hartwell’s commitment to providing diverse recreation options and a vibrant social environment. Whether exploring nature, participating in sports, or attending cultural events, Hartwell offers something for everyone.

Overall, the “Live Well” pillar embodies Hartwell’s unparalleled quality of life. From health and housing to education and recreation, Hartwell is a desirable place to live, work, and enjoy life to the fullest.

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HARTwell: It’s All About Heart The “Hart” in Hartwell’s branding strategy highlights the heartwarming, wholesome qualities that define its community-focused identity. It celebrates the small-town charm and keen sense of belonging that make Hartwell special.

Generational farms surrounding Hartwell reflect its agricultural roots and the dedication of local farming families. This rural, agrarian character remains an integral part of Hartwell’s identity, connecting the past to the present. Downtown’s historic architecture, locally owned businesses, and welcoming atmosphere further contribute to Hartwell’s unique charm.

Throughout the year, seasonal events and traditions bring Hartwell residents together. From Valentine’s Day celebrations to Thanksgiving gatherings, these festivities highlight the community’s shared values and strong connections. Local businesses, charities, and churches play pivotal roles in shaping Hartwell’s culture, encouraging service and collaboration among residents.

The Nancy Hart Foundation exemplifies Hartwell’s dedication to preserving its history and heritage, inspiring future generations with the story of its legendary namesake. The “Hart” pillar underscores Hartwell’s deep sense of pride, connection, and community spirit, making it a place where neighbors support one another and celebrate life together.

While the nostalgic tagline “Best Town by a Dam Site” holds sentimental value, its use should be thoughtfully tailored. It can serve as a vintage throwback for specific marketing materials, such as event merchandise, rather than as the official community tagline. The overall branding strategy aims to capture the essence of Hartwell and Hart County, presenting it as a vibrant, inclusive, and thriving place where residents can truly invest their hearts.

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Creating a Consistent Brand Message The themes of "Live Well," "Play Well," and "Hartwell" are unified by an overarching focus on real people and their lived experiences within Hartwell and Hart County.

An effective branding strategy should emphasize authentic stories and images that highlight the community’s quality of life, recreational opportunities, and the heartwarming characteristics that make Hartwell unique.

Featuring images of residents enjoying outdoor activities, participating in community events, or sharing moments of togetherness, along with personal stories through written narratives or video testimonials, helps convey the genuine experiences and joys of life in Hartwell. Highlighting real people and their narratives not only resonates with residents on a personal level but also provides prospective visitors and newcomers with authentic insights into the town’s culture, spirit, and sense of belonging. Whether it is a young family relishing lake life, retirees finding purpose in community involvement, or local entrepreneurs pursuing their passions, these stories illustrate the vibrant and diverse tapestry of life in Hartwell.

Incorporating personal stories across all branding elements—including promotional materials, social media campaigns, website content, and community events—underscores Hartwell’s dedication to celebrating the individuals who contribute to the community’s vitality and success. This approach deepens the sense of connection and pride among residents while inviting others to experience the richness of life in Hartwell firsthand.

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PHASE ONE: DISCOVERY AND ANALYSIS

Expanding on Hartwell’s Live Well, Play Well, Hartwell Brand Message Here are creative marketing campaign ideas aligned with Hartwell's three brand pillars—Live Well, Play Well, and Hart Well—that appeal to both locals and visitors. These campaigns emphasize various aspects of the community while staying rooted in its core values.

Live Well Theme

Play Well Theme

Hart Well (or Heart Well) Theme

Sub-Campaign Ideas: • Eat Well in Hartwell: Highlight farm-totable dining, local restaurants, farmers markets, and Hartwell's culinary traditions.

• Work Well in Hartwell: Promote Hartwell as a great place for small businesses, remote work opportunities, and local entrepreneurship.

• Learn Well in Hartwell: Focus on educational opportunities, workshops, and community enrichment programs for all ages.

• Create Well in Hartwell: Celebrate the arts, including local artists, galleries, music, and creative community events.

• Grow Well in Hartwell: Promote gardening, sustainability, agriculture, and local farming initiatives.

• Shop Well in Hartwell: Spotlight downtown shopping, local artisans, and seasonal markets.

Sub-Campaign Ideas: • Explore Well in Hartwell: Encourage outdoor adventures like hiking, kayaking, fishing, and exploring Lake Hartwell's natural beauty.

• Stay Well in Hartwell: Promote health and wellness activities, from yoga in the park to spa days, and local health services.

• Celebrate Well in Hartwell: Highlight festivals, community celebrations, and familyfriendly events like the Pre-4th of July weekend.

• Relax Well in Hartwell: Position Hartwell as a destination for rest and rejuvenation, with scenic lake views, cozy accommodations, and peaceful getaways.

Sub-Campaign Ideas: • Give Well in Hartwell: Highlight volunteerism, local philanthropy, and ways the community gives back, such as food drives, charity events, and service organizations.

• Connect Well in Hartwell: Emphasize relationships and community ties, from family reunions to welcoming newcomers.

• Love Well in Hartwell: Celebrate the relationships and bonds that make Hartwell special. This campaign could focus on stories of love and connection: couples who met in Hartwell, multigenerational families calling it home, and friendships formed through community events. It could also tie into Hartwell as a romantic destination, highlighting scenic spots for proposals, weddings, or simply spending quality time with loved ones by the lake or in the charming downtown.

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Expanding on Hartwell’s Live Well, Play Well, Hartwell Brand Message

Family and Heart Dr. Diane Merritt’s Story of

Dr. Diane Merritt is as much a part of Hart County, Georgia, as the red clay beneath her family’s ancestral home. Clad in soft rosy pink and a timeless strand of pearls, she radiates the elegance and determination of a Southern woman steeped in tradition.

Her voice carries the warmth of generations, sharing stories of a life intertwined with the history of Hart County, a place she has always called home.

Dr. Merritt resides on land that has been in her family since 1861, a remarkable stretch of time marked by love, perseverance, and a steadfast connection to the soil. Her childhood memories are painted with the scent of homemade biscuits baking on her mother’s old wooden stove and the echo of her grandfather’s booming laughter as he worked to expand their humble one-room home into a sprawling farm. “He was a man of vision,” Dr. Merritt says, her eyes alight with pride. That vision turned into 600 acres of fertile land, built on the union of her grandfather

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and Emily Bowers, a legacy that Dr. Merritt safeguards to this day, with 107 acres still in her care.

For Dr. Merritt, living well in Hartwell means honoring these traditions and ensuring the family legacy thrives. She still tends to the same garden her grandfather once cultivated, growing fresh vegetables that grace the table for Sunday suppers. These meals, shared around a wooden table built by her grandfather’s hands, are a testament to the enduring bonds of family and the importance of hospitality.

Generosity, a hallmark of

her upbringing, extends beyond her family as Dr. Merritt opens her home and her heart to those in need.

Her passion for living well also shines through her 36-year tenure in the Hart County School System. From teaching second-graders to serving as an assistant principal, Dr. Merritt’s dedication to shaping young minds has left an indelible mark on the community. Her own pursuit of excellence led her to earn degrees from Albany State University, the University of Georgia, and Nova Southeastern University, as well as a specialist certification from Clemson University.

Through her career and academic achievements, Dr. Merritt exemplifies the values of growth, education, and leadership that define Hartwell’s ethos.

Beyond her professional life, Dr. Merritt is a staunch advocate for preserving Hartwell’s cultural heritage. She recalls the vibrant Black community and historic landmarks that once flourished in the region, working tirelessly to ensure these stories are not lost. Her efforts to protect sites like the Harmony Grove Baptist Church cemetery honor the memory of those who came before, ensuring their contributions remain part of Hartwell’s history.

Dr. Diane Merritt is more than a steward of history—she is the embodiment of what it means to live well in Hartwell. From her grandfather’s dreams to her own, she carries Hart County’s story forward with grace, grit, and a profound love for the place she has always called home.

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Tradition

Expanding on Hartwell’s Live Well, Play Well, Hartwell Brand Message

Celebrating the Pre-4th of July Tradition

Hartwell radiates Southern hospitality and community spirit year-round. But come summer, the heartbeat of Hartwell—and its motto to "Live Well"—finds its brightest expression in the Pre-4th of July event. A beloved tradition since 1977, this celebration isn’t just a date on the calendar; it’s a tribute to the town’s vibrant history and the warmth of its people.

A Legacy of Celebration The story begins in the late 1970s when Hartwell’s Chamber of Commerce dreamed of an event to draw folks downtown. Enter the Hartwell Junior Service League, a group of civic-minded women who rolled up their sleeves and turned that dream into reality.

Spearheaded by Cheri Griggs and her Public Affairs committee, the inaugural event on the square was a quintessential mix of small-town charm: sidewalk sales, children’s games, a parade, a car-smashing station (yes, really), and an evening of entertainment that left smiles lingering for days. Even the local Boy Scouts pitched in, proving that this event was always a labor of love.

bustle begins. Families flock to the square for the kid-friendly activities, neighbors cheer on the parade floats, and everyone saves a seat for the spectacular fireworks that cap off the celebration.

Vendors and visitors alike rave about the sense of belonging. “We’ve been coming back for years,” one vendor shared.

“Hartwell’s Pre-4th isn’t just an event—it’s an experience, a moment to connect and celebrate the spirit of this incredible town.”

More Than Fireworks

A Hometown Affair

At its core, the Pre-4th of July event is about more than just festivities. It’s a reflection of Hartwell’s enduring commitment to community—to coming together, celebrating traditions, and embracing the idea that life is better when lived well, together. Whether you’re savoring a freshly squeezed lemonade, watching the sparkle of fireworks light up the night sky, or marveling at how a simple car-smashing station from 1977 has blossomed into a hallmark event, one thing is certain: Hartwell knows how to throw a party.

While Lake Hartwell is a magnet for tourists come Independence Day, the Pre-4th is unapologetically for the locals. It’s a chance to stroll through vendor booths, catch up with old friends, and enjoy the simple pleasures of small-town life before the lakeside

So, mark your calendar and join the fun.

Because in Hartwell, living well means celebrating big, cherishing your roots, and making memories that will last a lifetime— long before the first sparkler lights up the Fourth of July sky.

Over the years, the Pre-4th of July celebration has evolved into a weekend-long extravaganza. With the Chamber and the Downtown Development Authority now joining the party, this homegrown affair feels more like a family reunion than a festival. And that’s just how Hartwell likes it.

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discoverhartwell.com

PHASE ONE: DISCOVERY AND ANALYSIS

Expanding on Hartwell’s Live Well, Play Well, Hartwell Brand Message

Wildlife Safari Lake Hartwell Wildlife Safari

In the heart of Hartwell, Georgia lies a hidden gem that captures the adventurous spirit of the South: Lake Hartwell Wildlife Safari. Here, the Play Well ethos of this lakeside community comes to life in a 70-acre haven where families can connect with nature, marvel at exotic animals, and create lasting memories.

Lake Hartwell Wildlife Safari is the vision of Jodi and Jeff Gray, a couple whose passion for animals and adventure transformed a slice of Georgian countryside into an unforgettable experience. Their journey began decades ago with Sam’s Path Petting Zoo, a traveling menagerie that introduced countless families to the wonders of the animal kingdom. But their dream was to create a permanent sanctuary—a place where animals could roam freely and visitors could immerse themselves in the wild.

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In 2020, they found the perfect canvas in Hartwell, and Lake Hartwell Wildlife Safari was born.

memorable. Their enthusiasm and storytelling turn every outing into an educational and heartwarming adventure.

Visitors driving through the safari are greeted by more than 20 species, including majestic American Bison, curious ostriches, and gentle camels. Each turn of the path offers a new encounter, embodying the Play Well spirit of adventure and connection.

The park’s design, featuring shaded areas and a small lake, reflects the Grays’ dedication to creating an environment that’s as enriching for the animals as it is for the families who visit.

More than an attraction, Lake Hartwell Wildlife Safari exemplifies the Play Well pillar of Hartwell’s identity. It’s a place where families can escape the everyday, explore the wonders of nature, and enjoy quality time together in a vibrant, welcoming environment. For Jodi and Jeff Gray, it’s not just about providing a destination—it’s about offering an experience that celebrates adventure, community, and the beauty of the natural world.

The Grays' hands-on approach is evident in every detail. From raising Bessie, a rescued dairy calf who now charms visitors with his friendliness, to personally interacting with guests, Jodi and Jeff ensure that each visit is

As the Grays continue to nurture their vision, Lake Hartwell Wildlife Safari stands as a testament to the adventurous heart of Hartwell, inviting all who visit to embrace the joy of play and the spirit of the wild.

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PHASE ONE: DISCOVERY AND ANALYSIS

Training School Expanding on Hartwell’s Live Well, Play Well, Hartwell Brand Message

Preserving the Heart of Hartwell’s History: The Hart County Training School

Hart County Training School was more than a school— it was a foundation of hope, built by a community determined to rise.

Nestled in the heart of Hartwell, Georgia, Hart County Training School is a tale of resilience, ingenuity, and enduring spirit. Known as a cornerstone of African American education in Hart County, this historic institution emerged when progress was often hard-fought and dearly won.

In the 1920s, during the first wave of school consolidation, Hart County Training School rose from the soil of the Rome Street community on Richardson Street.

It was one of 13 schools formed, uniquely supported by the Rosenwald School Building Program. This pioneering initiative matched community donations with philanthropic funding to build schools for

African American children during segregation. Before this era, Black children in Hart County received their teaching in Black churches, with opportunities extending only to elementary level education.

A Vision of Education and Community Under the steadfast leadership of Professor George E. Archibald, the school’s first principal, and later Mr. Leonard N. Rogers, who guided the Equalization School until its closure, Hart County Training School became a beacon of opportunity.

Its mission was to educate and empower, blending a classical academic curriculum with vocational skills in agriculture, home economics, and manual trades. This approach reflected a belief that practical knowledge and a strong work ethic would pave the way for community success.

Students learned to sew, prepare and serve meals, and cultivate the land. Boys in the Agricultural Department famously produced some of the finest cotton in Hart County, a point of pride that underscored the school’s influence on local agriculture.

Extracurriculars like chorus, drama club, and sports teams further enriched student life, fostering camaraderie and school spirit.

Special thanks to Dr. Nathaniel Clark for his invaluable contributions to this article.

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From Humble Beginnings to Community Pillar The original 1924 building stood as a testament to community collaboration and perseverance. By 1955, a new building—designed in the sleek, modernist International Style emblematic of Equalization Schools—opened its doors, ensuring that future generations would learn in a space befitting their aspirations. Known as “the principal-colored school in the county,” it served as the only, elementary and high school for African American students until integration in 1970.

Throughout its history, Hart County Training School thrived on a patchwork of funding sources. Unlike the 12 other consolidated schools funded by the County Board of Education, it relied heavily on private donations, Rosenwald grants, and local community support. This resilient spirit of self-reliance became a hallmark of the school.

Graduates of Hart County Training School carried its heart-centered values into the world. From serving as buffalo soldiers to earning doctorate degrees in medicine, veterinary sciences, and philosophy, alumni achievements spanned professions and the globe. Many became trailblazers in government, education, and military service, leaving an indelible mark on history.

Preserving the Heart of Hartwell’s History In 2020, a Georgia Historical Society marker was unveiled to honor this extraordinary institution. Located at the entrance of Hart County Head Start, the marker stands as the first of its kind in the county—a fitting tribute to a school that embodied the essence of Hartwell’s “Heartwell” identity.

This recognition underscores the significance of the school and the community’s commitment to preserving its heritage.

The Hart County Training School Historical Recognition Sponsor Group, a 501(c)(3) nonprofit, now tirelessly champions this cause. Alumni, united by pride and a shared mission, continue to embody the school’s enduring spirit.

Their dedication ensures that future generations will understand and celebrate the profound impact of this remarkable institution.

The story of the Hart County Training School is more than a chapter in history; it’s a living testament to the power of education, community, and heart. As Hartwell embraces its vibrant future, the legacy of this beloved school remains a guiding light, a reminder of the strength found in unity and perseverance. Through its graduates and the subsequent generations who learn its story, Hart County Training School will forever be a part of Hartwell’s soul—a true expression of “Heartwell.”

Dr. Nathaniel Clark Doctor Nathaniel Clark is a retired veterinarian. He is the only African American veterinarian who attended and graduated from the Hart County Training School in Hartwell, Georgia. He is the son of sharecropper parents who were extremely poor, but he was determined to make a better way for his family.

He received a Bachelor of Science Degree in Zoology with a minor in Chemistry and Math from Fort Valley State University. He received a Bachelor of Science Degree in Animal Husbandry, and a Doctor of Veterinary Medicine Degree from Tuskegee University.

Doctor Clark began his professional career as an Inspector in Charge with the United States Department of Agriculture, Food Safety and Inspection Service, Meat and Poultry Inspection. His illustrious career in the federal government included positions as Staff Assistant; Assistant Area Supervisor; Area Supervisor; and Executive District Manager. He received countless awards and commendations. After 38 years of federal service, Doctor Clark retired from the Department of Agriculture in 2006, and returned to Georgia in 2009, where he currently resides in Conyers, Georgia.

Since retirement, Doctor Clark established a work group that is now a 501(c)(3) non-profit organization, Hart County Training School Historical Recognition Sponsor Group Incorporated (HCTS HRSG) in Hartwell. On October 10, 2020, HCTS HRSG, along with their partners erected a Georgia Historical Society Marker at the former location of Hart County Training School. This marker is the first approved Georgia Historical Society historical marker in Hart County.

Doctor Clark is a proud grandfather and father to three wonderful children Sheila, Brandel, and Cantrece.

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PHASE ONE: DISCOVERY AND ANALYSIS

Expanding on Hartwell’s Live Well, Play Well, Hartwell Brand Message

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Nancy Hart The Nancy Hart Brand Message Southern Wit Meets Revolutionary Grit

Hartwell and Hart County are proudly tied to a remarkable legacy in their namesake, Nancy Hart—a Revolutionary War hero whose story is as bold as it is inspiring. Too often, Nancy’s adventures are confined to dry, factual accounts that fail to capture the extraordinary spirit of her life. Rebranding Hartwell and Hart County offers a unique chance to reimagine how her story is told, infusing it with the wit and charm of a distinctly Southern voice. By embracing a tone reminiscent of Mark Twain’s humor and storytelling, Nancy Hart’s legend can leap off the page, aligning perfectly with Hartwell’s Southern identity while giving this fearless figure the lively retelling she deserves.

An example of how her story could come alive in this way is shown below: Nancy Hart was the kind of woman who could skin a deer before breakfast, fend off a pack of Tories by lunch, and still make time to wrangle her eight kids by supper.

Born around 1735 on the rugged frontier—either Pennsylvania or North Carolina, depending on which cousin you ask—Ann Morgan Hart, better known as Nancy, grew up with a knack for survival and a Patriot streak a mile wide. By the time she was in her thirties, she’d married Benjamin Hart, a prominent North Carolinian, and carved out a life that eventually brought her to the Broad River Valley of Georgia.

Standing six feet tall with fiery red hair, Nancy was more imposing than a thunderstorm over the Blue Ridge. The Cherokee called her “Wahatche,” meaning “war woman,” and it fit her like a wellworn hunting rifle. Illiterate but shrewd, she outsmarted British soldiers by posing as a “crazy man” to gather intelligence and

once scalded a spy with boiling soap water before tying him up like a hog at slaughter. The highlight of her legendary exploits?

Inviting six Redcoats into her cabin for supper, slyly disarming them one by one, and then holding them at gunpoint. When one got cheeky, she shot him dead, proving she wasn’t one for idle threats. The remaining soldiers were hung on a nearby tree, their fates as much a warning as a testament to her grit.

Nancy lived well into her nineties, moving to Kentucky after the war and becoming a devout Methodist.

Today, her name graces a Georgia county, a lake, and even a highway. In fact, she holds the singular honor of being the only woman to have a Georgia county named after her, a fitting tribute to a life lived with unflinching courage and unwavering devotion to the Patriot cause. Her spirit—tough, resourceful, and unyielding—still flows as fiercely as the Broad River.

Wahatche “They called her ‘Wahatche’—‘war woman’—and she lived up to the name with a spirit as fierce and untamed as the Broad River itself.”

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Phase Two

Design Creating a Visual Identity for Hartwell’s Brand Visual identity is what makes a brand recognizable at first glance. It includes the colors, logos, fonts, and design elements that represent a place, business, or organization. For Hartwell, the visual identity brings the community’s personality to life, showing its charm, values, and unique story in a way that connects with both residents and visitors. Having a clear and consistent visual identity is important because it helps people easily recognize and remember Hartwell.

Whether it’s a sign in town, a social media post, or merchandise, a strong visual identity ties everything together and makes the brand feel cohesive and trustworthy. The following section explains the thoughts behind the visuals created for Hartwell’s brand identity.

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PHASE TWO: CREATING A VISUAL IDENTITY FOR HARTWELL'S BRAND

Color System: Hartwell and Hart County LAKEWATER SPLASH BLUE Reflecting the vibrant energy of fun-filled days on Lake Hartwell, from boating and fishing to swimming and paddleboarding.

LAKEBOTTOM TEAL A sophisticated hue reminiscent of shaded lake inlets and tranquil coves.

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HARTBEAT BLUE

Symbolizing the caring spirit and connected community that make Hartwell special.

BULLDOG ORANGE

Honoring the Hart County Bulldogs and the shared pride of a unified community graduating from the same high school.

BRAND Colors Color plays a pivotal role in branding, significantly influencing consumer perception and recognition. Studies have shown that using a signature color can increase brand recognition by up to 80%.iv Additionally, consumers are more likely to remember brand colors over brand names; in one study, 78% of participants recalled the colors of a logo, while only 43% remembered the brand name.

These findings underscore the importance of thoughtful color selection in establishing a memorable and effective brand identity. Hartwell’s existing colors were already widely recognized and well liked, serving as a strong foundation for the brand.

PRIMARY Color System CMYK: 94, 62, 17, 2 RGB: 0, 98, 152 HEX: #006298

LAKEWATER SPLASH BLUE

CMYK: 65, 1, 4, 0 RGB: 45, 193, 233 HEX: #2DC1E9

HARTBEAT BLUE

SECONDARY Color System To enhance versatility in design, we introduced a set of accent colors that complement the primary palette and allow for more creative expression.

Usage: Use them to accent and support the primary color palette.

CMYK: 100, 20, 0, 71 RGB: 0, 59, 90 HEX: #003b5a

LAKEBOTTOM TEAL

CMYK: 6, 68, 100, 0 RGB: 229, 112, 37 HEX: #e57025

BULLDOG ORANGE

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Hartwell Brand Typography Fonts play a critical role in branding as they visually communicate a brand's personality and values. For Hartwell, we chose three fonts: Paradose, Roboto Slab, and Fairwater Script. Each typeface was carefully selected to balance elegance, readability, and character, ensuring a cohesive and distinctive visual identity. These fonts work together to establish a strong foundation, reinforcing Hartwell’s brand presence across digital and print mediums while maintaining versatility and aesthetic harmony.

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The serif font Paradose is similar to Hartwell’s original logo but slightly bolder and wider. Paradose is known for its elegance and readability, making it a strong anchor for the brand’s identity.

To complement Paradose, we paired it with Roboto Slab, a geometric serif font designed for readability and modernity, often used to convey trust and approachability. Designed

by Christian Robertson, Roboto Slab is a Google font and is widely appreciated for its clean, modern, and highly readable design, making it an excellent choice for both digital and print applications. It is available for free through Google Fonts.

Adding visual interest, we included Fairwater Script, a handcrafted font with a vintage yet contemporary feel, evoking charm and creativity while maintaining legibility. Designed by Laura Worthington, Fairwater Script was inspired by the art deco and nautical aesthetics of the 1940s.

BRAND fonts Primary Font WS PARADOSE REGULAR

WS PARADOSE ITALIC

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z

To Complement Paradose Roboto Slab Regular

Roboto Slab Bold

A B C D E F G H I J K L M NOPQRSTUVWXYZ a b c d e f g h i j k l m n o p q r s t u v w x y z

A B C D E F G H I J K L M NOPQRSTUVWXYZ a b c d e f g h i j k l m n o p q r s t u v w x y z

To Add Visual Interest Fairwater Script

Fairwater Script

AB CDE FGHIJKLM N OPQR ST UVW XYZ a b c d e f g h i j k l m n o p q r s t u v w x y z

A B C D E FG H I J K L M N O P Q R ST UVW X YZ a b c d e f g h i j k l m n o p q r s t u v w x y z HARTWELL BRANDING 2025

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Hartwell Logo Redesign Assessing the Past: Limitations of the Old Hartwell Logo The old Hartwell logo faced several challenges and limitations that hindered its versatility and effectiveness. Its low resolution resulted in a "fuzzy" appearance, especially when scaled for larger or high-quality applications. While the horizontal orientation was functional, the absence of alternate formats limited its adaptability across mediums.

Additionally, the logo lacked a usable graphic element, which made it less impactful and memorable. The need for different file formats further constrained its usability for various digital and print purposes.

Social media applications posed another challenge, as they require distinctive logomarks that can work effectively in smaller, square formats. An all-white version was also necessary for versatility on darker backgrounds. Lastly, the brand's visual identity would benefit from the introduction of accent colors to expand the design palette and enhance the overall brand look. Addressing these limitations was essential to creating a more versatile, modern, and cohesive visual identity for Hartwell.

Updated Hartwell Logo The Hartwell logo has undergone an update rather than a complete redesign, reflecting the community's appreciation for the original design while enhancing its functionality and appeal. Key updates include the introduction of a new, slightly bolder, and crisper font, which adds a modern touch while maintaining the logo's familiar feel. A subtle, stylized tick across the "H," loosely shaped like a fish, adds a playful and meaningful nod to the area's connection to the lake.

The new design incorporates an updated three-line graphic representing water, emphasizing Hartwell’s lakeside identity.

The elongated "H" and "ll" retain the general form of the original logo, preserving its recognizable structure. The primary brand colors of dark and light blue remain unchanged, ensuring consistency and continuity. This refreshed logo strikes a balance between honoring Hartwell’s original identity and providing a cleaner, more versatile design for contemporary branding needs.

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OLD LOGO

UPDATED LOGO

Correct Usage of the New Logo

Variations of the New Logo The Hartwell logo allows for versatile variations to suit different applications while maintaining brand consistency.

Approved versions include the logo paired with the tagline, “Live Well, Play Well, Hartwell,” which emphasizes the community’s vibrant lifestyle and values. Another variation includes the phrase “City of,” ideal for official government or municipal uses. These options ensure flexibility in branding while reinforcing Hartwell’s identity across various contexts.

Live well

Play well

Live well

Play well

CITY OF

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Hartwell Seal An Essential Complement to the Main Horizontal Logo A seal logo or round logo is an essential complement to the main horizontal logo, offering greater versatility and adaptability across various branding applications. The compact, circular format of a seal logo is particularly wellsuited for smaller spaces or specific uses where a horizontal design might not fit effectively. For example, a seal logo works seamlessly on items like social media profile pictures, stickers, stamps, lapel pins, or promotional merchandise.

Additionally, the round design conveys a sense of tradition and formality, making it ideal for official documents, certificates, and municipal applications. A seal logo also enhances brand consistency by providing an alternative format that remains instantly recognizable while maintaining the visual identity of the primary logo.

By incorporating both horizontal and seal formats, Hartwell can ensure that its branding is versatile, cohesive, and impactful across all platforms and mediums.

SEAL B

SEAL B

SEAL B

Color version

One color version

White Version

EL

L

1854

TWE

L

LL

54

AR

WE

Estd.

H

PLA Y

LIVE W

SEAL A Compact, circular format

L

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L L E

PLA WE

AR

TW

EL

LL

1854

Estd.

H

Y

LIVE W

The following two seal logos can be used within the brand identity:

L

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H Logomark A Simplified, Letter-based Graphic Element A logomark letter logo is a simplified, letter-based graphic element derived from a brand’s primary logo, designed for use in spaces where the full logo may be too detailed or large to fit effectively. It is ideal for social media profiles, website favicons, and mobile app icons, where a compact and clean design ensures the brand remains recognizable even at smaller sizes. Additionally, it works well on merchandise like hats, pins, and stickers, providing a modern and minimalistic look that aligns with contemporary branding trends. By focusing on a single letter or element, the logomark builds instant recognition, especially when the primary logo is already well-established. Over time, a well-designed lettermark can become a standalone symbol that represents the brand, ensuring consistency and adaptability across all platforms.

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Logo Clearspace 1

/2 x

1

/2 x

/2 x

1

/2 x

x

1

/4 x

1

/4 x

1

x

1

/4 x

1

/4 x

/4 x

1

x

/4 x

1

/4 x

1

1

/4 x

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Hart County Logo Redesign Modernizing Tradition: The Need for a Hart County Logo Update The existing Hart County logo, featuring flowing water from the iconic Hartwell Dam and an image of Nancy Hart holding a musket and an American flag in the background, has several design challenges that make it less effective.

The low-resolution format gives it a dated appearance, and the use of multiple colors and gradients complicates its application across various platforms. These design elements make it difficult to reproduce consistently for both digital and print purposes. An updated logo is needed to create a modern, versatile design that maintains Hart County's identity while ensuring usability across a wide range of applications.

OLD LOGO

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New Hart County Logo Design Elements Inspiration

Nancy Hart, a heroine of the Revolution / 1857.

Drawn by Darley, Felix Octavius Carr (1822-1888) Engraved by Jones, Fitz Edwin (1810 - 1888) LIBRARY OF CONGRESS: https://lccn.loc.gov/2012645953

Nancy Hart Hart County founding date

Hartwell Dam in the background

Simple shapes representing agriculture

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Hart County Main Logo

Hart County Seal

Horizontal

Alternate 1

Alternate 2

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Updating the Logos of Key Organizations Hart County Chamber of Commerce Logo Redesign To build a stronger and more cohesive community brand, it is recommended to update the logos of key organizations, including the Hart County Chamber of Commerce, Discover Hartwell, Hartwell Main Street, the Downtown Development Authority, and the Industrial Building Authority, to align with the new Hartwell brand. Incorporating the updated brand colors and fonts will ensure consistency across platforms, while modernizing the graphic styles will enhance their effectiveness in various marketing materials. This alignment will create a unified visual identity, strengthening recognition and reinforcing the vital roles these organizations play in Hartwell’s economic growth and community development.

Old Chamber of Commerce Logo

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New Chamber of Commerce Logo

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Updating the Logos of Key Organizations Discover Hartwell Logo Redesign To build a stronger and more cohesive community brand, it is recommended to update the logos of key organizations, including the Hart County Chamber of Commerce, Discover Hartwell, Hartwell Main Street, the Downtown Development Authority, and the Industrial Building Authority, to align with the new Hartwell brand. Incorporating the updated brand colors and fonts will ensure consistency across platforms, while modernizing the graphic styles will enhance their effectiveness in various marketing materials. This alignment will create a unified visual identity, strengthening recognition and reinforcing the vital roles these organizations play in Hartwell’s economic growth and community development.

Old Discover Hartwell Logo

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New Discover Hartwell Logo

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Updating the Logos of Key Organizations Hartwell Downtown Development Authority To build a stronger and more cohesive community brand, it is recommended to update the Hartwell Downtown Development Authority logo to align with the new Hartwell brand. Incorporating the updated brand colors and fonts will ensure consistency across platforms, while modernizing the graphic style will enhance its effectiveness in various marketing materials. This alignment will create a unified visual identity, strengthening recognition and reinforcing the DDA’s role as a key part of the Hartwell business community.

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Updating the Logos of Key Organizations Hart County Industrial Building Authority To build a stronger and more cohesive community brand, it is recommended to update the Hart County Industrial Building Authority logo to align with the new Hartwell brand. Incorporating the updated brand colors and fonts will ensure consistency across platforms, while modernizing the graphic style will enhance its effectiveness in various marketing materials. This alignment will create a unified visual identity, strengthening recognition and reinforcing the IBA's role as a key part of the Hartwell business community.

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Updating the Logos of Key Organizations Hartwell Main Street Logo Redesign To build a stronger and more cohesive community brand, it is recommended to update the Hartwell Main Street logo to align with the new Hartwell brand. Incorporating the updated brand colors and fonts will ensure consistency across platforms, while modernizing the graphic style will enhance its effectiveness in various marketing materials. This alignment will create a unified visual identity, strengthening recognition and reinforcing the Main Street program’s role as a key part of the Hartwell business community.

Old Main Street Logo

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Old Main Street Logo

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Design Elements: Incorporating Patterns In marketing, layout, and design, patterns are design elements that can be used in a variety of ways to enhance the visual appeal, enhance visual storytelling, and reinforce the brand identity. They can serve as subtle or bold website backgrounds, create unique textures for printed materials such as brochures, posters, and stationery, or be incorporated into product packaging, from gift bags to wrapping paper. Patterns can also add personality to event signage, promotional merchandise, and uniforms, ensuring that every touchpoint reflects the Hartwell brand.

The patterns in the Hartwell Brand Lookbook feature clean, simple graphics convey a modern aesthetic while celebrating the town’s heritage. Stars symbolize patriotism and Hartwell’s all-American small-town charm, while pennant flags evoke home team spirit, reflecting the shared pride of Hart County’s singular high school. The three-wave graphic represents the community’s connection to Lake Hartwell, and the tagline, “Live Well, Play Well, Hartwell,” ties it all together with a positive and uplifting message.

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that

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Incorporating Illustrations Illustrations are an important design element and personalize the brand, encouraging a sense of place and connection to Hartwell.

Their handcrafted, nostalgic quality invites emotional engagement, making Hartwell feel warm and welcoming to residents and visitors alike.

These hand-drawn custom illustrations feature familiar scenes from Hartwell, including views of the lake, downtown architecture, and rural landscapes. Rendered in bold blue hues with limited colors, these illustrations evoke an approachable and nostalgic feeling reminiscent of classic children’s books, connecting past and present in a unique and charming way.

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Some places you visit.

Hartwell stays with you.

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discoverhartwell.com

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Transforming everyday moments into memorable experiences.

The power of great branding lies in its ability to transform everyday moments into memorable experiences, and Hartwell’s new identity does just that. In this section, we explore how Hartwell’s refreshed branding comes to life across various applications, from storefront signage and community events to merchandise and digital platforms.

These mockups are designed to inspire, displaying how the town’s vibrant personality and rich heritage can shine through in every detail.

Each example demonstrates how Hartwell’s unique story can be woven into the fabric of daily life, creating a cohesive and inviting presence that resonates with both residents and visitors alike.

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Living well means knowing when to slow down — and where to drop anchor.

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Play well, sip slow, and let the lake do the rest.

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Proof I've got great taste... and great weekends.

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Sun's out, Hartwell's on — just the way we like it.

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Come for the lake.

Stay for life.

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Jot it down. Dream it up.

Live Well. Play Well.

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Because even the smallest notes deserve a hometown touch.

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Paper, pen, and a place that still believes in slowing down.

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Every gift feels more like home with a little Hartwell on it.

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Hartwell shows up — with purpose, pride, and plenty of coffee.

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Tag it. Stick it. Hartwell lives here.

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Every window tells a story and they all start in Hartwell.

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More than a place.

It's a feeling — and it starts at the heart.

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Professional displays that celebrate and strengthen Hartwell’s brand identity.

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Walk slow, breathe deep, and let Hartwell do the rest.

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Celebrating Hartwell’s story through thoughtful signage and authentic placemaking.

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From Main Street to mailbox — Hartwell leaves a lasting impression.

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Tote a piece of the past. Walk with Hartwell.

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The heart of a place shows up in the people who keep it running.

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Hartwell's service wears many hats — but always the same heart.

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County strong. Hartwell proud.

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Hartwell Brand Implementation

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From Concept to Launch: Brand Implementation Checklist This brand implementation checklist can serve as a guide for how a new brand is effectively launched, embraced by the community, and positioned for long-term success. By engaging stakeholders, integrating the brand into everyday life, and measuring results, Hartwell can solidify its identity as a vibrant and attractive destination for residents, visitors, and investors.

Objective: To successfully launch and establish the refreshed Hartwell and Hart County brand through strategic, phased actions that engage the community, attract visitors, and enhance economic development.

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Hartwell's Checklist:

1. Preparation and Pre-Launch 2. Brand Launch 3. Integration and Community Engagement 4. Marketing Expansion 5. Assessment and Long-Term Strategy

Preparation and Pre-Launch Goals: Finalize materials, plan the launch, and build stakeholder alignment.

1.

2.

3.

4.

Finalize Branding Materials a.

Approve final versions of logos, color palettes, fonts, and graphic elements.

b.

Develop a comprehensive brand guidelines document (The Hartwell Brand Lookbook)

c.

Create a suite of marketing materials, including templates for social media posts, print ads, and brochures on Dropbox.

Build Stakeholder Engagement a.

Host meetings or workshops with local business leaders, civic groups, and city officials to introduce the new brand.

b.

Provide training on using the brand assets effectively and how to access the Dropbox folder.

Plan Brand Launch a.

Set a launch date and identify key venues/events for announcements.

b.

Develop a public relations strategy, including press releases and local media outreach.

Assess Rebranding Checklist Items a.

Identify priority areas for rebranding, such as signage, public spaces, and government forms.

b.

Begin designing branded materials for public spaces, including Hart County Chamber of Commerce and key parks.

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Brand Launch Goals: Generate excitement and awareness through a high-profile launch event and media outreach.

1.

2.

Host a Launch Event (or “piggy back” off of an existing event) a.

Organize a community event to unveil the new brand (e.g., outdoor celebration with local music, food, and activities).

b.

Present the brand story and vision.

c.

Distribute branded merchandise such as t-shirts, hats, and tote bags.

Media and Social Media Campaigns a.

Release a press kit with visuals, talking points, and community quotes.

b.

Kick off a social media campaign using a branded hashtag (e.g., #LiveWellPlayWellHartwell or #LiveWellPlayWell).

c.

Feature promotional videos highlighting the community’s unique qualities, emphasizing the Live Well, Play Well, Hartwell theme.

Integration and Community Engagement Goals: Establish the brand across all city and county government platforms and encourage community participation.

1.

2.

3.

4.

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Update Visual Identity Across Platforms a.

Install branded wayfinding signs, banners, and murals in Hartwell’s downtown and major entry points.

b.

Update the Hart County website and social media profiles with the new branding.

c.

Design branded materials for the Hartwell Marina and other prominent locations where visitors enter the community.

Engage the Community a.

Launch a photo contest encouraging residents to share images of what makes Hartwell special, using the new hashtag.

b.

Host branding workshops for local businesses to integrate the new look into their own marketing materials.

Promotional Campaigns a.

Develop seasonal campaigns (e.g., promoting Lake Hartwell’s summer attractions or holiday events in downtown Hartwell).

b.

Distribute print and digital ads targeting regional visitors and investors.

Rebrand Public Spaces a.

Begin updating signage at government buildings and public parks.

b.

Add branded elements to government vehicles and bike racks.

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Marketing Expansion Goals: Broaden reach to external audiences and foster partnerships.

1.

2.

3.

Regional Marketing a.

Collaborate with neighboring Lake Hartwell communities to copromote attractions while emphasizing Hartwell’s distinct identity.

b.

Run targeted digital advertising campaigns (Google, Facebook, Instagram) to attract regional and out-of-state visitors.

Event Partnerships a.

Sponsor or co-brand events or local farmers’ markets.

b.

Create branded booths at regional trade shows, conferences, agriculture events, and tourism expos.

Branded Merchandise Rollout a.

Expand the availability of branded merchandise through local retailers and online platforms.

Assessment and Long-Term Strategy Goals: Measure success, refine efforts, and plan for sustainability.

1.

2.

3.

4.

Evaluate Performance a.

Gather data on key performance indicators (KPIs) such as social media engagement, website traffic, and event attendance.

b.

Conduct surveys to assess resident and visitor perceptions of the new brand.

Refine Branding Efforts a.

Identify areas for improvement and make necessary adjustments to branding materials or strategies.

b.

Recognize community members or businesses that have embraced the brand as “Hartwell Brand Champions.”

This brand implementation checklist ensures Hartwell and Hart County’s new brand is effectively launched, embraced by the community, and positioned for long-term success.

By aligning efforts across public spaces, marketing, and community engagement, Hartwell can solidify its identity as a vibrant and attractive destination for residents, visitors, and investors.

Develop Long-Term Plan a.

Create a 3–5-year roadmap for maintaining and evolving the brand.

b.

Allocate resources for ongoing marketing and brand-related projects.

Internal Branding Enhancements a.

Roll out branded uniforms for municipal employees.

b.

Update internal communications, such as newsletters and training materials, with the new brand identity.

Scan the QR Code to download the Brand Implementation Checklist

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Conclusion The Hartwell Brand Lookbook represents more than a collection of visual and branding elements; it is a tribute to the community’s identity, character, and aspirations.

Scan the QR Code to download a digital copy of the lookbook

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Through this collaborative effort, Hartwell has embraced its unique lake town charm and celebrated the qualities that make it a vibrant place to live, work, and visit.

Anchored by the theme “Live Well, Play Well, HeartWell,” this branding initiative captures the essence of what makes Hartwell special. It highlights the seamless blend of Southern hospitality, recreation, agricultural heritage, wellness, and community spirit that defines life in Hartwell and Hart County. From its scenic beauty and welcoming neighborhoods to its thriving economy and lively downtown, Hartwell offers a lifestyle that truly embodies living and playing well at the heart of it all.

By honoring its legacy and investing in its future, Hartwell has established a cohesive brand that unites its residents and inspires its visitors. This lookbook serves as a guide and a foundation for telling Hartwell’s story—a story rooted in living well, playing well, and doing it all with heart.

As Hartwell and Hart County continue to grow and evolve, this branding effort will act as a reference, guiding the community toward shared goals and opportunities. It empowers every resident, business, and stakeholder to be a champion of the Hartwell brand, fostering pride and connection at every level.

Together, we are shaping Hartwell’s future while preserving its heart. This brand lookbook is just the beginning of that journey.

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This document was produced for the people of Hartwell and Hart County by the University of Georgia Carl Vinson Institute of Government For questions about the Community Branding Program, please contact: Kaitlin Messich at kmessich@uga.edu

CONTACTS Jason Ford

DIRECTOR Downtown Development Authority and Hartwell Main Street 456 East Howell Street, Hartwell, GA 30643 Email: Hartwellmainstreet@hartcom.net Phone: (706) 376-4756

Rosanna Cruz-Bibb, Ph.D.,

HART COUNTY ARCHWAY PROFESSIONAL University of Georgia Archway Partnership 456 East Howell Street, Hartwell, GA 30643 Email: rosannac@uga.edu Phone: (706) 338-9767

Scan the QR Code to download a digital copy of the lookbook