Fayetteville Cumberland Collaborative Branding Committee Unveils New Brand Campaign: Can Do Carolina

Dec 1, 2020 | Media, Press Releases

Natalie Johnson
Director, Marketing
Phone: 910-500-6464
E-mail: natalie@fayedc.com


FAYETTEVILLE, NC – The Fayetteville Cumberland Collaborative Branding Committee (FCCBC), comprised of Cumberland County, the City of Fayetteville, and representatives from community organizations, has unveiled its new strategic regional brand campaign, Can Do Carolina, that is designed to increase awareness and attract prospective residents and businesses alike.

FCCBC partners worked together to create a cohesive regional brand platform, linking multiple organizations including Cumberland County, the City of Fayetteville, Fayetteville Cumberland County Economic Development Corporation (FCEDC), The Arts Council of Fayetteville/Cumberland County, the Greater Fayetteville Chamber, Fayetteville Area Convention & Visitors Bureau and the Cool Spring Downtown District. These partners hope to quickly expand the brand to additional committee member organizations such as Vision 2026, the Tourism Development Authority, Cumberland County Schools and the Crown Complex.

FCCBC developed the new brand based on extensive market research, which included in-depth interviews and surveys with nearly 4,000 Fayetteville residents, visitors and civic leaders. The research helped define consumer perception, stakeholder vision and Fayetteville’s competitive position as a place to live and work. In this process, the FCCBC found that the core of our community is based on four pillars: We find a way, we care for one another, we protect the world, and we always go further. These pillars are the foundation of the region’s Can Do Carolina brand.

The new brand campaign and strategy will elevate Fayetteville and Cumberland County’s assets as a diverse community, its low cost of living, central location along I-95, patriotism and proximity to Fort Bragg, where roughly 7,000 military personnel transition out of military duty and into the workforce each year.

“We take great pride in our relationship with the U.S. Army Airborne and Special Operations Forces, which strongly contributes to our diverse community, talent pool of technologically advanced leaders and our position as a strong location for business investment and job opportunities across a wide range of sectors,” said Mitch Colvin, Mayor of Fayetteville. “As we further elevate Fayetteville and Cumberland County on a global scale, we want people to know that we are one of the best U.S. cities to start a career, and by the same token, our No. 1 product is our people. Fayetteville and Cumberland County offer a lifestyle for everyone. You can do it all here.”

The community-wide branding platform has created a core identity for the region and is designed to allow each participating partner to tell its own unique story. Visually, the Can Do Carolina brand offers a bright new color palette that all community entities can incorporate in their rebrands. The regional logo includes the state of North Carolina with a star that marks the location of Cumberland County. The star, which has emerging beams, represents our vibrant community where anything is possible.

“The visual aspect of the brand serves as an anchor point,” said Robert Van Geons, President & CEO of FCEDC. “The messaging and four pillars are what captures who we are and provides the vehicle to tell our community’s unique and authentic story.”

“Cumberland County is a welcoming, dynamic and diverse community that offers a favorable quality of life with some of the state’s best schools, affordable higher education options and a low cost of living,” said Chairman Marshall Faircloth of the Cumberland County Commissioners. “Whether you’re an active duty military member, small business owner, or corporate executive, or if you’re thinking about the next step for your family or career, we want you to know that there is something for everyone in Cumberland County.”

FCCBC’s next step will be to welcome all local organizations that want to take part in this community-wide initiative by re-branding to align with Can Do Carolina. The FCCBC will provide brand guidelines, including a color palette and best practices for rebranding. FCCBC partners will strive to keep momentum of awareness by encouraging Cumberland County residents to share their personal can-do stories. Stories can be submitted and displayed on www.CanDoCarolina.com. For more information about Fayetteville and Cumberland County’s brand strategy, and to download branding materials, visit www.CanDoCarolina.com.

ABOUT THE FCCBC: The Fayetteville Cumberland Collaborative Branding Committee (FCCBC) is a collaborative effort purposed towards creating a communitywide brand platform. Funded by Cumberland County, the City of Fayetteville, Cumberland County Tourism Development Authority, Vision 2026, the FCEDC, the Arts Council, the Convention & Visitors Bureau, Cool Spring Downtown District and the Greater Fayetteville Chamber of Commerce, this initiative is grateful for the support of the Crown Complex, Cumberland County Schools and our community partners.