Crafting the Wilderness: How Matey’s New Identity Bridges Sophistication and the Blue Ridge Mountains for Visit Highlands

Main Facts

Highlands, North Carolina, a picturesque mountain town perched high in the Blue Ridge Mountains, has officially unveiled a comprehensive brand redefinition. Long defined by its dramatic topography—characterized by dense ancient forests, cascading waterfalls, and winding mountain roads—the destination has quietly evolved into a sophisticated enclave. Today, Highlands features an eclectic mix of high-end boutique hotels, world-class culinary destinations, vibrant art galleries, and live music venues that sit comfortably alongside its rugged wilderness.

To capture this unique duality of refined comfort and untamed nature, the Highlands Chamber of Commerce partnered with Birmingham, Alabama-based independent creative firm Matey. The resulting rebrand for Visit Highlands moves the town away from decades of relying strictly on word-of-mouth recommendations and the individual reputations of local luxury properties. Instead, it establishes a unified, distinctive character for the entire destination.

At the core of the new identity is a handcrafted visual and strategic system:

• Custom Logotype: Inspired by archival materials from Highlands, featuring tall, upright lettering that climbs above the baseline to mimic the ascent to the mountain plateau. A subtle tribute to Whiteside Mountain—one of the region’s most prominent natural landmarks—is cleverly embedded within the letter "H."
• Hand-Drawn Iconography: A colourful array of custom illustrations celebrating local flora, fauna, climate, and topography.
• Badging and Color Palette: Icons are encased in an oval-shaped, handcrafted badge, paired with a rich palette of jewel tones and organic earth hues.
• Strategic Positioning: Designed to act as an understated, knowledgeable guide rather than an aggressive salesperson, positioning Highlands as a place that "reveals itself slowly" to the curious traveler.

Chronology of the Rebrand

The journey toward the new Visit Highlands brand identity reflects a deliberate, multi-stage collaboration between local stakeholders and creative professionals:

• Phase One: Identifying the Gap (Pre-Planning & Discovery): For decades, Highlands maintained a stellar reputation built almost entirely on organic word-of-mouth and the prestige of isolated hospitality venues. However, regional stakeholders recognized that the lack of a centralized, cohesive destination brand limited the town’s ability to communicate its dual nature—balancing upscale vacation comforts with raw outdoor adventure.
• Phase Two: Agency Selection and Partnership: The Highlands Chamber of Commerce engaged Matey, an independent creative agency based in Birmingham, Alabama, to spearhead a complete brand overhaul. Matey was tasked with developing a fresh brand strategy, bespoke messaging, and a comprehensive visual identity for Visit Highlands.
• Phase Three: Archival Research and Custom Typography: Matey’s design team dove deep into historical local archives. They studied vintage materials to inform a custom-lettered logotype that captures a timeless, handcrafted aesthetic. Through iterative design, they incorporated subtle topographical nods—most notably styling the crossbar and structure of the letter "H" to mirror the silhouette of Whiteside Mountain.
• Phase Four: Ecosystem Development: Following the establishment of the core logotype, Matey expanded the design system. They created a suite of hand-drawn icons highlighting regional wildlife, plants, and weather patterns, unified these elements within an oval badge framework, and selected a rich palette of jewel and natural tones. Supporting typography was chosen to maximize both aesthetic warmth and everyday practical utility.
• Phase Five: Launch and Rollout: The branding officially debuted, showcasing dynamic motion pieces (such as positioning animations on Vimeo) and a versatile rollout plan intended to cover everything from digital visitor communications to seasonal tourism campaigns and physical promotional collateral.

Supporting Data and Brand Architecture

To understand the scale and precision of Matey’s work for Visit Highlands, it is helpful to break down the architectural components of the design system:

Official Responses and Strategic Vision

The collaboration between the Highlands Chamber of Commerce and Matey was built on a shared vision: celebrating the duality of the destination without losing its authentic soul.

According to representatives from Matey, the agency approached the project by defining Highlands not merely as a resort town, but as a dynamic intersection of experiences. "Highlands is a place that combines vacation comforts with the ruggedness of the Blue Ridge Mountains," the agency noted during the rollout. By aiming for an identity that balances refinement with a touch of unpredictability, the creative team sought to ensure the town never felt overly manicured or sterile.

Furthermore, the strategic positioning reframes how Visit Highlands interacts with prospective travelers. Rather than behaving like an overt salesperson pushing standard itineraries, the new brand persona functions as an understated, knowledgeable local guide. Matey designed the identity to make the destination feel as though it "reveals itself slowly," compelling visitors to step off the beaten path, explore independent boutiques, dine at high-end establishments, and venture deeper into the surrounding wilderness of the Nantahala National Forest.

Implications for Highlands Tourism and Destination Marketing

The launch of the Visit Highlands rebrand carries significant implications for the town’s economic and tourism landscape:

1. Moving Beyond Fragmented Marketing

Historically, promotional efforts for Highlands were often siloed. Individual luxury hotels, upscale restaurants, and outdoor outfitters marketed their own services, leaving a gap in the overarching destination narrative. By equipping the Highlands Chamber of Commerce with a cohesive, professional brand architecture, Visit Highlands can now project a unified voice across all regional tourism campaigns, seasonal promotions, and digital platforms.

2. Elevating the "High-Low" Value Proposition

Modern travelers increasingly seek destinations that offer a paradox of experiences—the ability to hike rugged, isolated trails by day and enjoy fine dining and luxury spa treatments by night. Matey’s visual identity explicitly codifies this duality. The handcrafted, earthy textures and custom typography appeal to nature lovers and adventurers, while the sophisticated jewel tones and polished logotype reassure luxury travelers seeking refined comfort.

3. Sustainable and Intentional Tourism

By positioning Highlands as a destination that "reveals itself slowly," the brand strategy encourages longer, more mindful stays. Instead of encouraging rapid, checklist-style tourism, the understated tone invites visitors to immerse themselves fully in the community’s culture, arts, and natural wonders. This thoughtful approach helps protect the delicate Blue Ridge ecosystem while supporting local businesses, artisans, and galleries.

Ultimately, Matey’s work for Visit Highlands demonstrates how modern destination branding can honor local heritage while evolving to meet the sophisticated expectations of contemporary travelers. Through careful attention to typography, custom illustration, and narrative voice, Highlands has secured a timeless identity as the crown jewel of the Blue Ridge Mountains.