NC Triad

A new talent attraction creates a fresh brand.

A known innovation hub, the Piedmont Triad region sought recognition for its quality of life and thriving cultural scene. DCI used the Triad’s central North Carolina location to create a new logo and messaging campaign for the tagline “Find Your Center NC.”

Services Branding & Marketing Strategy

The Challenge

The Piedmont Triad Regional Council (PTRC), an economic development organization, is responsible for workforce development and talent attraction for a 12-county region in the heart of North Carolina. Despite the region’s robust job opportunities, diverse demographics, stunning landscapes and great cost of living, the areas had yet to garner recognition as an in-demand place to live and work on a national scale, and DCI's research found that “Piedmont” did not resonate with those outside of North Carolina.

The Solution

With a focus on talent pool attraction and retention, DCI developed an integrated branding strategy for the North Carolina triad, creating a new tagline supporting workforce attraction branding: “Find Your Center NC.” An accompanying logo, messaging campaign and talent attraction website rounded out the refresh, highlighting the North Carolina triad’s attractions to its target audience to achieve a healthy talent pipeline: job seekers and prospective residents.

The Results

A Fresh Look

with colors emblematic of the North Carolina triad region featured in a new logo.
A Strategy for Talent

and targeted messaging were created by DCI, informed by intensive research.
A Talent Attraction Website

including labor market rankings, a job board and interactive features.

DCI’s approach to this project was well-organized and thorough. The DCI team listened to our ideas and helped us walk through creative and flexible methods of implementation. Since launch, we have seen a huge uptick in the number of visitors to the site. The feedback on the site that we have received from employers and job seekers has been extremely positive. The site is easy to navigate, and the tools are very user-friendly. It was great to work with DCI on a project that is so impactful for our region.

Wendy Walker-Fox Workforce Development Director Piedmont Triad Regional Council