Gig East

The Opportunity

Wilson, North Carolina exemplifies the entrepreneurial spirit that drives the Tar Heel State, with the Gig East movement leading the charge. However, gaining traction for new initiatives is never easy. To overcome this challenge, the City of Wilson partnered with Capitol B to solidify its position as the premier innovation brand in eastern North Carolina.

The Work

Gig East Brand Refresh

To uncover perceptions and opportunities, we engaged with individuals both within and outside of Gig East. We found that many viewed Gig East primarily as a co-working space, while others were unclear about its purpose and value. This highlighted the need for a comprehensive brand refresh to better define Gig East’s personality, visual identity, and mission, and to align its message across all Wilson city employees.

Building on the strength of the existing logo, we crafted a fresh visual style that blends vintage charm with a modern, playful edge. Alongside this, we developed clear messaging and a distinct personality that reflect Gig East’s true purpose as the movement that nurtures innovation and champions economic growth in eastern North Carolina.

We defined the Gig East brand and clearly established a family of supporting sub-brands, each with distinct purposes and goals.

City of Wilson Support and Community Engagement

Our partnership with the City of Wilson extends far beyond traditional agency services. For more than seven years, Capitol B has partnered with the City of Wilson to strengthen and showcase the community’s innovative spirit through: 

• Ongoing support for Gig East Exchange staff and members, providing consultation, design services, content development, video production, and advertising.
• Active involvement and marketing support for the Gig East Summit, Wilson’s annual event dedicated to recognizing and celebrating innovation.
• Collaboration with the City of Wilson communications team to create a “Welcome to Wilson” video series, helping new residents discover and connect with their community.
• Strategic partnership with WRAL to share Wilson’s success stories with a broader audience, highlighting the community’s growth and achievements