Gig East

The Opportunity

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

The Work

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 a dynamic support organization for innovation and growth.

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

We partnered with Gig East to provide monthly consultative hours for its members, offering guidance, producing profile videos, and delivering hands-on support. Our goal is to help position Wilson and Gig East as the leading brand for innovation and entrepreneurship.