The Challenge
The primary challenge was to create a brand that ushered in a new chapter focused on supporting the socioeconomic development of all South Carolina citizens, while still honoring the agency’s history.
Specifically, the agency needed a strategic rebrand to overcome the following hurdles:
- Improving public understanding: Their existing brand and messaging were unclear, making it difficult for the general public to easily understand who the agency is and what they actually do.
- Reflecting updated legislative duties: The new identity had to align with their amended focus of supporting rural and under-resourced communities.
Our Solution
We developed a comprehensive brand strategy, naming, and identity system that delivers a forward-thinking presence.
Brand Strategy Approach Highlights:
- Strategic “Bridging” Framework: We developed a messaging foundation based on the concepts of “Othering and Belonging,” establishing Advance SC’s role as a bridge that tackles systemic divides through empathy, engagement, and co-creation.
- Co-Creation as Brand DNA: The strategy positions the agency’s differentiator as “co-creation”—working directly with both underserved communities to build data narratives and with policymakers to build new, inclusive systems.
- Data-Driven Positioning: We defined Advance SC as the state’s essential connector and leading research partner, translating community stories into actionable insights that maximize economic opportunity for all South Carolinians.
- Dual-Audience Key Messaging: We created tailored messaging frameworks that position the agency as a supportive guide and advocate for communities, while simultaneously pitching them to policymakers as essential, ROI-driving infrastructure for targeted policy solutions.
- Strategic Naming – Created a nickname to increase memorability and approachability and signal a commitment to progress, positive change, and proactivity.
Brand Design Approach Highlights:
- Meaningful Logo Design – Developed a logomark that symbolizes the bridging strategic framework, upward momentum and reaching across divides to connect communities.
- Purposeful Color Palette – Utilized Indigo Blue as the primary brand color, shared with the South Carolina state flag, to represent the state’s rich history and the agency’s steadfast commitment.
- Approachable Aesthetic – Crafted a dynamic visual identity that breaks away from traditional bureaucratic design, signaling that the agency is open and accessible to everyone.
The Results
The new brand identity now:
- Encourages community acceptance through a fresh, non-governmental look and feel
- Improves overall brand legibility, consistency, and name recognition
- Reflects an innovative, future-forward ideology that honors their historical legacy
This brand evolution doesn’t just look modern — it actively works to bridge gaps, connect communities, and drive South Carolina forward.
Testimonial
“[I] love the feel of the website. It is much more streamlined that the current one and feels clean. It reminded me of what I would expect for a website from Chick-fil-A or Apple. The depth and quality of content overall is spectacular. Overall, I’m very excited by what you and the team have put together there and think it is a huge improvement for us.”
— Preconstruction Manager | J Davis Construction