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AVL 5×5 2030: Brand Refresh for Resilience and Renewal

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Graphic with teal header reading “RECENT WORK” and subheading “BRAND REFRESH + PRESENTAION” over a mountain silhouette background; features a hexagon with photo collage of smiling professionals and a triangular play button in the center. Text below reads “AVL 5X5 2030” with the project’s logo.
  • Client: Economic Development Coalition for Asheville-Buncombe County (EDC)
  • Services: Brand Strategy | Logo Design | Presentation Design | Style Guide

The Challenge

When the EDC of Asheville-Buncombe County approached us for the AVL 5×5 2030 rebrand a few things became clear. Previous iterations of the AVL 5×5 brand leaned heavily on literal interpretations of the “5”—visually representing five pillars, five shapes, five strategies. But in launching AVL 5×5 2030, the EDC faced a nuanced branding challenge:

They were retaining the 5×5 name while adding a sixth foundational pillar—resilience and recovery—emerging from the impact of Hurricane Helen.

The branding needed to:

  • Integrate this new sixth element without disrupting the established 5×5 language.
  • Maintain visual continuity with existing brand guidelines, including color palette and typography.
  • Ultimately break free from literal representations of numbers, and move toward a more symbolic, action-driven identity.

We needed a solution that would respect the legacy while creating space for forward momentum.

Image of a smiling woman with short gray hair interacting with a group; teal banner reads “THE NEED.” Caption below states: “The strategy evolved. The story deepened. The brand needed to catch up.”

Our Role

We partnered with the EDC to:

  • Reimagine the AVL 5×5 logo to reflect both legacy and evolution.
  • Develop a system that worked across strategy, storytelling, and fundraising.
  • Deliver a polished presentation toolkit and style guide for consistent use.

The Process

We engaged in a highly collaborative, feedback-rich process:

  • Stakeholder discovery to understand strategic priorities and emotional tone.
  • Concept development exploring geometric, symbolic, and narrative pathways.
  • Iterative refinement with input from public-private leaders and consultants.

Woman in a yellow sweater holding a microphone, speaking to a group; teal banner reads “COLLABORATIVE PROCESS.” Text overlay: “Strategic discovery. Stakeholder collaboration. Bold creative.”

The Solution: The Momentum Mark

We designed a bold, forward-leaning identity dubbed “The Momentum Mark.”

Why it works:

  • The central triangle evokes a play button—a call to move, act, build.
  • Subtle geometry includes six sides and five colors, giving a nod to both the new foundational strategy and the original 5×5 framework.
  • The design feels modern, resilient, and optimistic—anchoring the future while honoring the past.

We paired the logo with a custom PowerPoint template and a style guide to ensure alignment across all branded communications.

Open brand guideline booklet showing various logo variations for “AVL 5X5 2030” and descriptive branding text; teal banner in top corner reads “RESULTS.”

Client Perspective

“Thanks for the thoughtful partnership. EDC Staff and Board knew this strategy would require more of us, and of our work. And working with you on the symbolism of the new logo was an important part of communicating that partnership—and call to action!”
— Clark Duncan, Executive Director, Economic Development Coalition for Asheville-Buncombe County

Impact

  • Adopted by EDC leadership as the official mark of AVL 5×5 2030
  • Now used in fundraising campaigns, strategic presentations, and public materials
  • Serves as a visual signal of renewal, resilience, and forward-thinking leadership

Visual Highlights

Beige business envelope with a window, branded with the AVL 5X5 2030 logo; teal “RESULTS” banner in top corner.
  • Logo system: vertical, horizontal, and favicon versions
  • Presentation sample slides
  • Color palette and usage guide excerpts

Desktop computer displaying a slide with the AVL 5X5 2030 logo and message “We are rebuilding. You are too.” Background shows Asheville skyline; slide also features Economic Development Coalition branding; teal “RESULTS” banner in top corner.

Let’s Build What’s Next

Whether you’re reframing your strategy or launching a bold new vision, we can help craft the brand system that carries it forward.
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