Centralina Regional

Council Rebrand

I unified a 50-year old organization under one clear brand story, securing board approval and long-term adoption.

  • Client — Centralina Regional Council of Governments

    Industry — Government / Non-profit

    Date — 2019–2020

    Audience — Citizens, elected officials, community leaders, department stakeholders

    My Role — Brand strategist, workshop facilitator, copywriter

    Collaborators — Graphic designer, PR partner

    Deliverables — Brand DNA & Guidelines, website copy, launch video, brochure, brand launch event

  • Centralina had served the Charlotte region for 50+ years, but its brand identity had fractured. Departments built their own materials with inconsistent messaging and visuals, making it nearly impossible for leaders to explain Centralina’s value to member governments and the public.

    The challenge was twofold:

    • Externally: Citizens and partners didn’t understand what Centralina did or why it mattered.

    • Internally: Each department had its own “mission,” creating a confusing, disjointed story.

    The goal: Create a unified identity that the Board, staff, and community could rally around.

    • Led stakeholder workshops with the executive director and department heads to align on positioning, values, and audiences.

    • Conducted research on competitor councils and regional challenges to inform brand story.

    • Developed Brand DNA & Guidelines: values, personality, and voice to guide all departments.

    • Built brand hierarchy to connect departments back to the parent brand.

    • Wrote all copy for website, brand guide, brochure, and launch video script.

    • Collaborated with design to translate the brand into a vibrant, consistent visual identity.

    • Planned and executed a virtual brand launch, pivoting from in-person due to COVID, with testimonials, video storytelling, and a live logo reveal.

    • Owned brand strategy and storytelling end-to-end.

    • Facilitated workshops and aligned multiple stakeholder groups with competing missions.

    • Crafted messaging that became the foundation for all visual and verbal assets.

    • Guided creative partner to ensure design and visuals were rooted in the brand story.

Results

Results

  1. Board of Directors unanimously approved the new brand.

  2. Department leaders reported the story was now easier to explain to stakeholders.

  3. Brand guidelines are still in use today, informing Centralina’s website, annual reports, and marketing materials.

Rebrand Video

To successfully roll out the rebrand, I planned and executed a virtual launch video, pivoting from an in-person event due to COVID-19.

Employee Brand Video

I planned and executed an employee brand video during COVID-19.