Sales & Marketing
In a constantly evolving marketplace, standing still isn’t an option. For many local businesses, rebranding is more than a new logo or updated color palette – it’s a strategic step toward growth, relevance, and reconnecting with customers. Here, we spotlight local companies that have successfully reinvented themselves, sharing the inspiration behind their transformation and the impact it’s had on their future.
Photography by Final Flash Productions
Rock City has been welcoming guests for more than 90 years, and while our brand is well loved, it had become clear that our visual identity no longer fully reflected the experience we were delivering to our guests – and honestly didn’t serve us well from a design standpoint. We also had a corporate brand (previously See Rock City, Inc.) that shared the same logo, creating confusion amongst guests and partners (employees). The decision to rebrand came from a desire to thoughtfully steward our iconic attraction into its next chapter – honoring its legacy while ensuring it remained relevant and compelling for future generations. The timing felt right because we were already in a new era of ownership and planning, which allowed us to approach the rebrand with intention rather than urgency.
(Left) Jamie Ann Rennick, Marketing Director. Photo Courtesy of Rock City
Preserving Rock City’s enchantment, deep connection to nature, and sense of wonder were a key part of the rebrand. We were intentional about creating something that reflected what is experienced on a visit, drawing visual elements from the gardens themselves. The rebrand wasn’t about starting over; it was about refining and elevating what already made Rock City special.
We grounded every decision in Rock City’s mission and history. Working with PGAV, we invested significant time in discovery with lots of discussion and rounds of changes. Trends were considered, but they never led the process. If something didn’t feel timeless or authentic to the Rock City experience, it didn’t move forward. We had several partners internal to Rock City also involved in the process, including our creative director, Will Jackson, to make sure that the logo reflected the experience of our guests while visiting Rock City.
A successful visual rebrand is rooted in purpose, not aesthetics alone. It should solve real problems, support long-term goals, and resonate with both internal teams and customers. Rebrands miss the mark when they prioritize trends over substance or move too far away from what audiences already trust and love. The most effective rebrands feel natural and connecting, and are of course, authentic.
Like many other companies, during the pandemic, Five Star evaluated the entire business. We made some major changes operationally and experienced high levels of growth during that time. We had recently refreshed our vision, mission, and values statements. Our visual identity (logo) and brand descriptor of “food service” no longer matched the company we had grown to be or envisioned for the future. It had been at least 15 years since the brand had been touched, and it was time for refinement and polish.
C.J. Recher, Vice President of Marketing
We believed the rebrand would help galvanize the organization after going through a great deal of change and growth. Rebranded trucks, new uniforms, and new building signage would instill a new sense of pride in our work and the company’s vision forward. For existing customers, we wanted a visual identity that matched the quality and reliability we were delivering. Five Star was expanding rapidly via acquisition into new cities, and it was important for us to bring a high level of brand perception when very few knew us. We believed our new brand descriptor would be a better portrayal of what we do.
We first rolled out digital assets (website, social media, and marketing materials) and the physical assets (uniforms and branded merch, building signage, and trucks) followed. The response has been great. We are nearing the two-year mark post launch. We believe the rebrand to be a success in terms of elevating brand perception and visibility to customers and prospects. Greater levels of company pride are also apparent.
Before taking on a project like this, be clear in your company’s identity, its values, and the vision for its future. Be willing to ask and receive honest feedback, positive and negative, about your business and where it currently stands.
The decision to rebrand stemmed directly from the 2019 merger of Catholic Health Initiatives (CHI) and Dignity Health, which created CommonSpirit Health. From day one, establishing ourselves as a unified ministry has been paramount to CommonSpirit. This rebrand is far more than a name change; it’s about better reflecting our shared mission, our rich cultural expertise, and our unwavering commitment to delivering humankindness to all we serve.
For us, the “right time” became clear with the upcoming opening of our new hospital in North Georgia. It presented a unique and fiscally responsible opportunity: by transitioning the name while simultaneously creating new signage for the facility, we could avoid the significant expense and disruption of replacing existing signage just a few years down the line.
Photo Courtesy of CommonSpirit – Memorial Hospital
Honoring our heritage was paramount. Through extensive focus groups across our market, our dedicated employees voiced a strong, unanimous desire to keep “Memorial” in our hospital names. This wasn’t merely a preference; it’s a profound recognition of the legacy and deep community trust built over decades. CommonSpirit leaders listened, and all three of our hospitals will proudly maintain “Memorial” in their updated identities.
Our local marketing team played a pivotal role in shaping the final result of our rebrand in our market. We represented the diverse voices of both our dedicated employees and the broader community to our national and regional leadership. This ensured that our local perspectives and unique community needs were not only heard but integrated into the brand unification process. Ultimately, beyond representing, our marketing team transitioned into passionate brand ambassadors, enthusiastically championing the benefits of this unification both internally among our staff and externally throughout the community.
Ronelle Sellers, Market Director of Marketing & Communications
We began subtly, incorporating “A Member of CommonSpirit” into all communications, gently paving the way for the larger transition. It was critical to ensure internal clarity before any external launch. Significant effort went into clarifying our narrative and voice for our staff, understanding that genuine internal confidence radiates outward. We fostered this through engaging events – from “Experience Rooms” and signage unveilings to media launches – alongside empowering brand ambassadors. Free branded swag also proved immensely popular!
The rebrand preceded my time as general manager at The Hotel Chalet, but it’s actually what drew me to the opportunity. The decision came from recognizing Chattanooga’s evolution as a vibrant, drive-to leisure market rich in charm and history, combined with the property’s unique architecture and distinctive place within the wider Choo Choo campus. It was time to evolve alongside the market and recognize the potential – introducing something fresh while honoring the site’s storied heritage. With exciting new developments like The Signal music venue just outside our door and the growing appeal of drive-to destinations, Chattanooga was experiencing a renaissance. The rebrand positioned the hotel to meet that moment, celebrating both where we’ve been and where the city is headed.
Alan Rae, General Manger
The rollout followed a phased approach, prioritizing internal alignment, equipping the team with a fresh brand narrative, visual identity standards, and communication tools. Community engagement followed through strategic touchpoints: preview events for local hospitality and tourism partners, progressive updates to physical spaces, and storytelling through regional media and digital channels.
The most challenging aspect was ensuring organizational alignment throughout the transition and the years that follow. A rebrand can create uncertainty, particularly among team members who’ve built equity in the existing brand. It required clear internal communication – helping the entire organization understand that this wasn’t about discarding heritage, but honoring it while sharpening the narrative for future growth.
The process included stakeholder listening sessions, cross-departmental involvement in creative development, and transparent communication about what would evolve and what would remain constant. Patience and inclusivity were essential – the timeline allowed for testing, feedback integration, and refinement before public launch.
Have the courage to be specific. Broad positioning that attempts universal appeal typically results in bland differentiation. Strong brands maintain clear points of view and aren’t afraid to define who they’re designed for – and who they’re not. The rebrand clarified that the hotel’s purpose extends beyond providing accommodations – it’s about giving guests a compelling reason to choose Chattanooga and creating deeper connection to place.
