Table of Contents
WHO WE ARE
BRAND ARCHITECTURE
Mission & Vision Statement pg 3
BRAND TONE
Positioning Statement pg 4
Brand Anthem pg 5
Brand Values pg 6
Brand Alignment pg 12
Brand Promise pg 14
Brand Experience pg 13
COMMUNITY PERSONALITIES
Brand Tone pg 20
Brand Voice pg 21
Always & Never Statements pg 22
BRAND ASSETS
Arrington pg 24
Brentwood pg 25
Fairview pg 26
Franklin pg 27
Leiper’s Fork pg 28
Nolensville pg 29
Spring Hill pg 30
Thompson’s Station pg 31
Typography pg 32
Color Palette pg 34
Logos pg 35
Contact Info pg 40
Icons pg 36
Photography & Videography pg 38
Lexicon pg 39
WHO WE ARE
Williamson County, Tennessee
The Williamson County Convention & Visitors Bureau (WCCVB) is the official destination marketing organization for Williamson County, Tennessee, including all of its incorporated cities:
VISION
We exist to help Williamson County thrive.
MISSION
To positively impact the local economy by increasing travel-related spending in the county, provide quality and welcoming experiences to all visitors, support the local hospitality industry, and assist in the development, preservation, and expansion of the county’s tourism product
BRAND ARCHITECTURE
Positioning Statement
WHO WE ARE SPEAKING TO
For those who value connections and relationships, WHO WE ARE we are communities that believe in the power of community — HOW WE ARE DIFFERENT where respect for each other, our history and our land creates WHY IT MATTERS
full hearts and fuller stories in a place you can experience life to the absolute fullest.
BRAND ARCHITECTURE
Brand Anthem
BRAND ARCHITECTURE
Brand Values
COMMUNITY-MINDED accepting • inclusive • kind to each other COLLABORATIVE
work together • share ideas • forward-thinking
CONNECTED fuller stories • legacy • rooted
RESPECT
values • tradition • belonging TRUE authentic • faith • preservation
BRAND ARCHITECTURE
Brand Values
IS COMMUNITYMINDED
We believe that community isn't just about where you live— it's how you treat the people around you every day. We strive to be accepting and inclusive in everything we do. We look out for each other.
We still believe in "please" and "thank you." Around here, there is no such thing as a short conversation. We take the time to listen to each other— and good luck trying to outwork us.
We are active in life and in our communities. People put their money and their time where their mouth is, because we believe that what you do speaks louder than what you say.
ARCHITECTURE
Brand Values BRAND
IS COLLABORATIVE
Our communities are more about "us" than "me."
We share ideas and resources.
When we see a challenge or someone in need, we work together to find a solution.
While we don't always agree, there are two things we can all believe in: this place and each other.
We have continued to grow because of the way we collaborate and work together.
And while we are known for our pivotal role in our nation's history, we also have a history of being forward-thinking and leading by example. We believe in giving back, getting together and doing whatever it takes to get things done.
Brand Values BRAND ARCHITECTURE
IS CONNECTED
We are connected to each other, to this place and to our past.
There's a sense of reverence here.
We believe that history isn't just about where you've been— it's who you are and where you're going.
We tell fuller stories of those who came before us because it's relevant and the right thing to do.
But our history goes far beyond one era.
We celebrate all who have fought to preserve and protect what we all benefit from today.
We are also connected to the legacy of our land and the farmers, growers, and equestrians who have worked it and protected it for generations.
We are deeply rooted in who we are.
ARCHITECTURE
Brand Values BRAND
IS RESPECT
We believe that the term "small town" speaks more to your values than your size. It's about respect—for traditions and having a mutual respect for each other. We haven't forgetten about what's important. Throughout our storied history, it's been our people, relationships and community have have endured— creating spaces for everyone to be seen and heard and to feel a sense of belonging. Times and places change, but hopefully these values never will. We're just people who haven't forgetten how to take care of people.
ARCHITECTURE
Brand Values BRAND
IS TRUE
Above all else, we believe in staying true to who we are.
Some call it authenticity—we just call it being us.
We stand by our values, our faith and our beliefs. Around here, we don't build things to look old; we take the time to preserve and protect what is already there.
We love our traditions, our parades and our past. We are storytellers and historians, preservationists and farmers, artists, entrepreneurs, musicians and moguls. We are traditional and progressive at the same time. We are a book you can't begin to judge by the cover.
We believe good music can touch your soul, good food can change your life, and you can never have too much of either.
BRAND ARCHITECTURE
Brand Alignment
WE BELIEVE IN THE POWER OF US positions Franklin as the heart of our community of communities. It gives the city a platform to highlight its people and culture and tell fuller stories of its rich history. It is an everchanging, dynamic community driven by compassion, giving back and preserving what we hold dear. It's a community driven by its values and beliefs that always stays true to itself.
WE BELIEVE IN THE POWER OF US speaks to Arrington's (and College Grove's) rural character and agricultural roots. It is where Century Farms and award-winning vineyards are a reminder of the county's heritage and where you can still experience rolling hills and beautiful views and connect to the natural beauty and land. It is a tight-knit community creating its own identity.
WE BELIEVE IN THE POWER OF US speaks to Brentwood's passion and pride for its community and love of open spaces. It is a city with high standards and expectations in everything it does. Through its commitment to education, nature and independence, it has created a community with an amazing quality of life and sense of place.
WE BELIEVE IN THE POWER OF US honors Fairview's deeply rooted community and the commitment residents have made to each other. It is a city set apart by nature—grounded in its deep roots and traditions and support of everything local. It's where people still know each other by name, love to come together and are fiercely loyal to their small town.
BRAND ARCHITECTURE
Brand Alignment
WE BELIEVE IN THE POWER OF US describes the attitude and vibe of Leiper's Fork. It's where people of like minds have found their way together to create a place unlike anywhere else. It's where creativity is required, quirky is preferred and music is the common denominator. It's about as real as real gets. In Leiper's Fork, they know they're different—and they're proud of it.
WE BELIEVE IN THE POWER OF US speaks to the immense pride Nolensville residents have in their growing community. It is a place that leads with its heart—where people are genuine, family comes first, and little league is big-time. It's where new mixes with old to create a community where you feel like you belong.
WE BELIEVE IN THE POWER OF US is a platform to highlight and rekindle the spirit of community in Spring Hill. While often misunderstood, it is a place that is loyal to its local businesses and seeking something to rally around. It is a melting pot where neighbors become family—generous with their time and connected by their hope for the future.
WE BELIEVE IN THE POWER OF US speaks to Thompson's Station's love of its rolling hills, green spaces and equestrian roots. It's a town that values its unique entrepreneurs and businesses and is proud to be a little different. It's where town meets country and residents love the atmosphere they've created.
BRAND ARCHITECTURE
Brand Promise
We believe in leaving the table full, telling fuller stories and LIVING LIFE TO
ABSOLUTE FULLEST. Spend a little time with us, and we’ll have you feeling the same.
BRAND ARCHITECTURE
Brand Experience
Civil War history
The fuller story
Relevant programming and content
Historic battlefields and museums
Preserving land
Preserving buildings and character
Preserving stories
Preserving the things that matter
Intimate experiences
Intentional and curated
Southern hospitality
Leave our table full of good food and great stories
A collection of unique communities
More alike than we are different
Relationships and people
The power of coming together
BRAND ARCHITECTURE
Brand Experience
If you want to know where you're going, you have to understand where you've been. Throughout our history, we have always been a place where forward-thinking has led to important change. Our country was home to some of the most significant and pivotal battles of the Civil War.
We proudly tell a Fuller Story of all those who were involved in and impacted by this important chapter in our nation's history.
We believe the stories of our past create a deeper understanding of who we are today.
REASONS TO BELIEVE:
• Civil War history
• The Fuller Story
• Relevant programming and content
• Historic battlefields and museums
BRAND ARCHITECTURE
Brand Experience
We believe preservation is an attitude, a way of life. We still value things like family, faith, looking out for each other, and protecting the legacy our land has provided and beauty still provides. We believe that newer doesn't always mean better. That's why we celebrate those who have fought to preserve our land and historic Main Street, which give us our character.
As we continue to grow, standing by what we believe in has never been more important.
REASONS TO BELIEVE:
• Preserving land
• Preserving buildings and character
- Historic Main Street
- Local traditions
• Preserving stories
• Preserving the things that matter
- Family
- Values
- Doing the right things the right way
BRAND ARCHITECTURE
Brand Experience
Around here, the only thing we like more than having a good time is making you have the best time ever. We're known for our hospitality, great stories, good eats, intimate music venues, and one-of-a-kind local boutiques and galleries. Smaller in size, higher in quality, everything closer to you. Because we believe that good music can touch your soul, good food can change your life— and you can never have too much of either.
REASONS TO BELIEVE:
• Intimate experiences and sizes
- Small, intimate music venues
- Renowned for nurturing, supportive audiences
• Intentional and curated
• One-of-a-kind local boutiques, galleries, and experiences
• Southern hospitality
• Leaving our table full
- Full hearts
- Full stomachs
- Full of great stories and conversation
BRAND ARCHITECTURE
Brand Experience
We are communities that believe in the power of coming together.
While each of our towns and cities is independent and has its own unique way of doing things, we all come from the same place.
We believe the term "small town" refers more to your values than your size.
We still value things like family, faith, and looking out for each other.
Community means people and relationships. That connection is why we continue to attract the top business minds and corporations to become a part of our community. It's a sense of connection and belonging you won't find anywhere else.
REASONS TO BELIEVE:
• A collection of unique communities
• More alike than we are different
• Each define the values of "small town" in their own unique way
• Thriving business community
• Opportunities for growth
• Relationships and people
• The power of coming together
BRAND TONE
Blending Franklins PAST & PRESENT ’
Visit Franklin’s brand assets are influenced by the colors, buildings, signs, and typography found in the historic district. We aim to reinforce the classic and historic design elements Franklin is known and loved for through our logo, typography, color palette, photography, and brand tone.
BRAND TONE
Brand Voice
PROUD GENUINE RELEVANT CLEVER UNITING
love for the place we call "home" true to who we are unpretentious always US great storytellers honoring our past and our present relatable funny and thoughtful wry sense of humor our own style connecting communities bringing people together common values and beliefs
unapologetic
BRAND TONE
We are...
ALWAYS NEVER
fun inviting hospitable relaxed trustworthy classic authentic boring exclusive unapproachable stuffy disappointing trendy folksy
COMMUNITY PERSONALITIES
Eight communities. One Community.
Williamson County, Tennessee, has eight unique communities:
COMMUNITY PERSONALITIES
ARRINGTON “ “
Good things take time.
This is something you learn after generations of working the land. This is a place where beauty surrounds you. It’s where wine meets country, farm comes to table, and rustic becomes chic. It makes you want to take the time to slow down and just breathe. It’s where you feel closer to everything and everyone around you. Some things can’t be rushed. Every sip, every sunset and every view is to be savored and relished.
Welcome to a place that’s not just down-to-earth— it connects you to it.
Slow Down. DRINK IT IN.
ARRINGTON
COMMUNITY PERSONALITIES
BRENTWOOD “ ”
We value space.
WE GIVE EACH OTHER ROOM —
the room to grow, room to be yourself, to follow your passions and enjoy our natural surroundings. We are a mixture of old and new— a place with character and a clear sense of who we are. We have high expectations of each other and ourselves. We take pride in our schools, our homes and the quality of life we’ve created together. Because in this community, we believe that open spaces can open possibilities.
Always room FOR WHAT’S IMPORTANT.
BRENTWOOD
COMMUNITY PERSONALITIES
FAIRVIEW
“ “ THE FARTHER YOU GO, The closer we are.
Out in the country, you’ll find a place that’s forever grounded in who and where we are. Here we believe in paying it forward, neighbors taking care of neighbors, and together looking after this place we call home. It’s where community and pride go together naturally— where we still know each other by name. We work hard and celebrate even harder. It’s where Friday nights are for football, homecoming is a holiday and if you ever need to find us, chances are we’re outside enjoying our families and nature. Because in our community, the roots run deep. As we continue to grow, we always grow closer.
FAIRVIEW
COMMUNITY PERSONALITIES
This isn't the same old story. Everyone might have a past, ours just happens to be more colorful than most. Around here, the only things more memorable than our character ARE THE CHARACTERS WHO MADE IT.
We've always had faith in this place and each other. Some say it's the way things ought to be. To us, it's just the way things are. Welcome to a place that is beyond time and belief. In between where we've been and where we're going, you'll find an amazing present. We've always been ahead of our time. Because history is something we've never stopped making.
Historic CHARACTER. Memorable CHARACTERS.
COMMUNITY PERSONALITIES
LEIPER’S FORK
Around here, we may not be that far away, but we’re a little further out than most. We find that we run counter to most other cultures. We’re open and elegant yet gritty and rough around the edges. We believe music and dance have the ability to bring people together and take the edge off.
So whenever you find good people having a really good time, you’ll find us— a community of creative thinkers and doers, artists and outlaws who have all somehow found their way here, joining us in the pursuit of perfecting the fine art of doing your own thing.
Some places are better experienced than explained, because quirky loves company— and we’ve got plenty of both to go around.
’’
IF YOU GET US, We get you.
LEIPER’S FORK
COMMUNITY PERSONALITIES
NOLENSVILLE
In our community, you can feel the energy all around you. Things are always happening.
There’s always a new place to go— a new reason to get together. We’re a growing community with growing neighborhoods.
But the best part of this place is that we continue to grow together.
This isn’t just where you are; it’s where you belong— where any place can be turned into a family place. Because when you’re here, you’re one of us. It’s where little league is big-time, apples and peaches are ripe for the picking, the barbecue is smokin’, the donuts are itty bitty, and our heart goes into everything we do.
“
COMMUNITY PERSONALITIES
SPRING HILL WE’VE GOT History TOGETHER.
Welcome to an eclectic community driven by our values.
We're a melting pot of places and backgrounds with people coming together to create who we are. We are open and accepting, and generous in everything we do. We rally around our schools and our families. Where neighbors become family, local entrepreneurs and businesses create our character and charm, and we stand by what we believe in. We've always been innovators and continue to see things in new ways.
We have a history of bringing people together, and that history has just begun
.
“
SPRING HILL
COMMUNITY PERSONALITIES
THOMPSON’S STATION
“ “
Welcome to a town that looks to the future while honoring our past. Where agriculture and horses aren’t just in our blood—they’re in our soil. This is where music echoes through a quarry, and gourmet food and local whiskey are best shared with company— creating a sound, a flavor and an atmosphere all our own. This is where the rolling hills and open spaces mix with a growing town—where families are raised, lifelong friendships are created and being neighborly still means something.
This is our time to write a new story; one that’s true to where we are and who we’ve always been.
TRUE to our ROOTS.
THOMPSON’S STATION
MAIN
BRAND ASSETS Typography
Main header typeface
Extrabold weight preferred
Subhead typeface
Bold, all caps
100pt tracking
Body copy typeface
Regular (may use other weights when appropriate)
SECONDARY
Main header typeface
Combined with Ranch Water subhead
Subhead typeface
Bold, all caps 100pt tracking
KARLA
RANCH WATER
FAIRVIEW LEIPER’S FORK
NOLENSVILLE
SPRING HILL
THOMPSON’S STATION BRAND ASSETS Typography
OLD PEGASUS OTTINE
HEWITT
GOLDANA BASTROP
HIGHLANDS
BRAND ASSETS Color Palette
H ARPET H BLU E
MAIN SECONDARY BRAND ASSETS Logos
Design Elements
Freeform lines may be added as a way to guide the eye through the design. These lines must appear in either Whiskey Barrel or a shade of Graphite. They may overlap other elements, but may not overlap text. They may end in a barbed arrowhead or leave the page entirely.
Buttons may be added to digital collateral. The button block must appear in Factory Brick with Buttermilk Biscuit RANCH WATER or KARLA BOLD. Use rounded corners.
The CTA text may change depending on the piece, but most commonly appear as LEARN MORE , BOOK NOW , or PLAN YOUR TRIP .
PhotographyVideography& BRAND ASSETS
Visit Franklin's media gallery is managed by its marketing team. For editorial media requests, please reach out to Matthew Maxey at matthew@visitfranklin.com, or use the submission form below.
CLICK TO SUBMIT A REQUEST
All the images found via the link above are high-resolution and fully rights-released for editorial usage. Each file contains full photo captions and mandatory photographer credit pre-saved in the metadata of each image.
The Lexicon
"THE WORDS YOU USE BECOME YOU, AND YOU BECOME THE WORDS"
These are words that underscore our community values and reinforce the values our communities embody. As you share the story of this unified community, let the words of its residents guide you.
community connection relationships small town relevant history respect collaborate family land heart storytelling believe fullness innovative local together us growth people preserving belonging opportunity adapt pride
o: 615.550.3693
kiki@visitfranklin.com
o: 615.550.8696
matthew@visitfranklin.com