Union County is unveiling a new look that helps us better share the Union County story - who we are, why we're special and why Union County is the best place to live, work and do business.
A strong and refreshed brand allows Union County the best opportunity to establish its mark in the region by uncovering and articulating its unique story. Union County consulted a national community branding firm in mid-2020 and delved into an in-depth research phase. Through that process, more than 200 local leaders and stakeholders from across the county and region gave input to help uncover what is unique about Union County. More than 500 individuals, including residents and County employees, completed a community survey. The results of the robust research effort drove the creative development of the County’s new brand.
The seven-month branding development process wrapped in January 2021 and the County started on the longer journey of introducing and implementing its new brand. That journey is ongoing and will continue for several months. The process involves updating the visual look of many County assets, and just as significant as the visual update, it involves sharing a new way to talk about ourselves.
Union County is special. It has rich agricultural soil, which has been the backbone of the County’s economic history. The County has expanded to being an attractive home for families seeking communities that offer space to grow, innovative technologies, strong educational institutions and so much more.
The tagline “plant your future.” ties to both the agricultural roots and current productivity of the County, while “your future” has a personal forward-looking feel. The line resonates with longtime residents, as well as newcomers in one of the fastest growing counties in North Carolina. Union County strives to be a welcoming community with abundant opportunities and the new brand showcases that.
“Union County is the best of all worlds. We have the advantages of a big city with the southern charm of a small county,” said County Manager Mark Watson. “I’m excited for our employees and the community to see our new look come to life. We are proud to share our Union County stories and our new brand is simply a reflection of why Union County is the best place to live, work and do business.”
As part of the new County brand, our weekly community e-newsletter, Union County Update, is getting a new name and look. Starting in June, the community e-newsletter sharing about Union County news, programs and events will be the Union County Horizon. Click here to sign up for the Union County Horizon.
We look forward to growing the new Union County brand throughout the community.