The Highlands Chamber of Commerce/Visit Highlands, NC is pleased to introduce a new destination brand identity that celebrates everything people love about Highlands while inviting a new generation of visitors to discover this special place.
Developed in partnership with Matey, an award-winning branding and creative agency based in Birmingham, Alabama, the new brand is the result of months of research, community engagement, and collaboration.
The process included stakeholder interviews, community focus groups, and conversations with residents and business owners to better understand what makes Highlands unlike anywhere else.
The result is more than a new logo. It is a fresh way of telling the Highlands story, one that reflects the community’s rich history, vibrant arts scene, outstanding restaurants and accommodations, remarkable natural beauty, and the thoughtful way Highlands has grown over the past 150 years.
“Our goal wasn’t to reinvent Highlands,” said Johanna Fein, CDME, executive director of the Highlands Chamber of Commerce/Visit Highlands, NC. “It was to better tell our story. We wanted a brand that feels authentic to the people who live here and meaningful to the people who visit. I want to thank everyone who shared their ideas, perspectives, and passion for Highlands throughout this process. Their input helped shape a brand that we feel truly reflects our community. We are also incredibly grateful to the talented team at Matey for helping bring that vision to life.”
The new visual identity draws inspiration from Highlands itself. The logo’s custom lettering was inspired by historic lettering found in the Highlands Historical Society’s archives, while the handcrafted icon incorporates symbols representing Whiteside Mountain, rhododendron, the sunrise, a migratory bird, and the native salamander. Together, they celebrate the natural beauty, creativity, and sense of place that define Highlands.
The new brand will be introduced over the coming months across Visit Highlands’ website, visitor guide, social media, advertising, signage, merchandise, and other marketing materials. A complementary identity for the Highlands Chamber of Commerce has also been created, giving both organizations a cohesive look while maintaining their individual roles.
