City of Moulton

Moulton's visual identity was scattered: a generic state-outline seal, a charming but inconsistent hand-drawn welcome sign, ad hoc social graphics with no shared fonts or colors, and nothing cohesive to put on a shirt or a decal. Rather than invent something new, we went looking for the identity that already existed in plain sight, in the Art Deco eagle carved into the Lawrence County Courthouse, in the deep greens of the surrounding Bankhead Forest, and in the enduring welcome that's greeted visitors for decades, and brought it together into one cohesive system built to last. The result is a bold eagle crest paired with a wordmark set in ITC Benguiat (the closest living relative to Moulton's own welcome sign lettering), a forest green and courthouse gold palette pulled straight from the landscape, and a flexible family of logo variations built for everything from City Hall signage to merchandise to a refreshed website and social presence, all rolled out in phases so the city could adopt it at its own pace. One brand, every touchpoint, built to last as long as Moulton has. * case study