Community Branding

Press Enter to show all options, press Tab go to next option

To give our citizens every advantage in the increasingly competitive regional, national, and global marketplaces for securing the best jobs and opportunities today and for generations to come, the Town of Cary is undertaking its first major community branding initiative. The project includes hiring consultants to work with a Steering Committee – the Town’s Economic Development Committee – in uncovering the community’s brand identity and formulating a compelling brand strategy that positions Cary for increased success.

Project Update (Fall 2020)

With the branding strategy confirmed, preliminary creative work is underway. At the Town’s request, the original branding consultant, North Star Destination Strategies, has been joined by new partners High Noon, for this phase of the project. High Noon, formally Big Fish, was a finalist in our search for a branding consultant, and we’re delighted to have both companies work synergistically toward an ideal outcome. 

Visit for more information about our community branding process.


Summer 2017: Issue RFQ
The Request for Qualifications response period ended August 31, 2017. View the list of respondents

View the RFQ, addendum 1, addendum 2, addendum 3 and addendum 4

Fall 2017: Evaluation and Consultant(s) Selection 


Starting as a small, rural crossroads with a rich agricultural heritage, Cary, NC has evolved into a nationally recognized community of distinction. The arrival of the North Carolina Railroad in 1854 and the development of the Research Triangle Park in 1959 were both game changers for the region and for Cary. Over the last thirty years, the Town has attracted Fortune 500 companies, a series of high quality attractive residential developments, commercial growth, and community amenities that put it on the map. The Town’s population grew from approximately 8,000 residents in 1970 to more than 160,000 today. Cary is consistently ranked and recognized as one of the best mid-sized communities in the nation to live and work, to find a home or start a business, and to raise a family or retire.

Cary’s success is not a result of good fortune or happenstance, but rather the result of visionary planning and execution.  In 2017, the Cary Town Council continued this course by adopting Imagine Cary, its 2040 comprehensive community plan to serve as a blueprint for achieving Cary’s sustained success as a premier community that continues to offer new opportunities to live, work, play, shop, and dine in the place we call home.  The community branding initiative will be an essential part of actualizing Imagine Cary and keeping Cary great in a complex and unpredictable world.

The Economic Development Committee in December 2017 selected two finalists for in-person presentations, tours and meet-and-greets in early 2018:

Each group was asked to complete a task related to the branding project for evaluation by the Town. Visits took place in March.


Susan Moran, APR
Chief of Strategic Communications
(919) 460-4951