We Believe in Community Branding: St. Elmo

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Throughout Chattanooga, citizens are working together to revitalize historic neighborhoods and create a better future for their communities. In this multi-part series, we will look at how neighborhood organizations are using design to help tell their unique stories and fuel community involvement. For today's installment, we spoke with Rebekah Forman, Second Vice President and Grant Writer for the Community Association of Historic St. Elmo, about their new brand identity and its role in their ongoing efforts.

Historic houses are being restored to their original splendor and small businesses have begun to thrive in the commercial district. As part of the renewal movement, we wanted to create a brand that would represent everything that is unique about our community and that would represent how the community views itself. -Rebekah Forman

St. Elmo is one of Chattanooga's most historic neighborhoods, tracing its roots back to 1777 when Cherokee warriors known as the Chicamaugas built up an area known as the "Five Lower Towns." A few years later, Scottish immigrant Daniel Ross (father of famed Cherokee leader John Ross) built a home in the area. St. Elmo was incorporated in 1905 and was annexed by Chattanooga in 1929. In the 1970s, the community fell into a state of disrepair and became known as "an area of crime and decline." Residents have been working for years to change that perception of their neighborhood, and the new brand identity is simply an extension of those efforts. In fact, the branding campaign came about almost by accident. The community association wanted to apply for a grant through Chattanooga's Neighborhood Partners program and planned to use the funds for signs to promote activities such as the St. Elmo Tour of Homes. Remembering the community's response to the professional, consistent design utilized in their recent playground project, they decided to embark on a branding initiative. As part of the research which led to the new logo (designed by Coptix), residents were asked questions such as "What is the heart of St. Elmo?" and "How is St. Elmo unique?" Their responses indicated a common appreciation of St. Elmo's history, location, creativity and community spirit.

We don't believe that a logo or brand will work miracles in St. Elmo. Yet, we hope that it will serve as a support and as a catalyst to the already ongoing revitalization efforts of the community. We hope that it will generate excitement and pride in what we've accomplished thus far and build community as we continue to work at making St. Elmo our home. -Rebekah Forman