Stone Mountain CID Rebrand to Tucker Summit CID
Challenge
Stone Mountain Community Improvement District (SMCID), a conglomerate of civic-minded business owners committed to the improvement and beautification of the area located along Mountain Industrial Boulevard, Highway 78 and East Ponce de Leon outside of metro Atlanta, was entirely within the city limits of Tucker and not Stone Mountain. The area was also best known for its industrial and warehouse capacity, but was looking to attract more diverse businesses affiliated with technology, health and science based industries. The organization felt it was time to change the name and update its image.
Solution
c21 conducted extensive research, surveyed and moderated a focus group of business owners to determine keywords that best represented the district. Using these findings, c21 developed a short list of names and created tagline options and presented them to reinforce the new brand positioning. On September 11, 2018, the board voted to change the name to Tucker Summit Community Improvement District. c21 developed a revised logo with stronger colors that includes a cog around the sun as a nod to the area’s industrial past and an arch that highlights the new summit the district will reach as it attracts more diverse businesses.
Results
The new name and logo were revealed to the CID owners, County and City officials and the public at the quarterly CID owners’ meeting on October 3, 2018, and was well received by all in attendance. The annual report sporting the new logo, custom pens and stickers were handed out to introduce the new brand. c21 is currently renovating the CID’s website and other collateral materials.