The Georgia cities of Hiawassee and Young Harris together form Towns County. Located at the northern border, where the Peach State meets North Carolina, Towns County is rich with natural resources including Brasstown Bald, the highest mountain in Georgia, and Lake Chatuge, an artificial reservoir created by the completion of the Chatuge Dam. With its proximity to North Carolina and north Georgia, the community is the perfect hub to get out and explore communities as far as Asheville and as close as Blue Ridge.
Although it’s located in an ideal spot and offers a vast array of outdoor and indoor adventures, Towns County doesn’t connect with visitors or residents as well as its better known neighbors. The Towns County Chamber realized the marketing message conveyed via it’s former name and URL,, wasn’t effectively engaging its target market, and it also wanted to reinvigorate the economic engine of the community. The chamber reached out to Rhyme & Reason Design to help research the current landscape and assist in redefining the community in a way that would be more attractive to visitors and residents alike.
Now known as “Lake Chatuge, where Georgia meets North Carolina,” the new brand is rolling out across platforms, from the main website (at to digital e-communications, and the response has been tremendous. There is a renewed sense of pride and an increased level of support across businesses and organizations, all helping to champion the new brand and message. Although the new brand just became part of the community’s fabric, it’s already ushered in positive winds of change.

I worked on this project and others during my time at Rhyme & Reason Design. Check out the rest of the case study on their site.