Cheekwood, a 55-acre garden estate in Nashville, sought to reposition itself as a more approachable attraction to the local audience. The challenge was to launch a new brand that highlighted the quality inclusive programming offered to Middle Tennesseans and visitors.

THE SOLUTION: The new Cheekwood logo brings the pineapple (a symbol of Southern hospitality featured heavily throughout the grounds) into the modern era giving it a distinct, instantly recognizable graphic identity. The new campaign rolled out around the annual “Cheekwood in Bloom” event, and the visual construct of the campaign established a uniform look and feel that could be implemented across all platforms, simplifying Cheekwood’s efforts to promote the many different events offered year-round.