CASE STUDIES | Economic Development

Creating a New Sub-Brand Identity and Marketing Materials

Objective: Establish a distinct, first-ever sub-brand for Parker Poe’s high-performing Business Expansion & Location Solutions (BELS) group to clearly articulate the law firm’s interdisciplinary economic development capabilities while integrating seamlessly within the Parker Poe master brand.

Approach: Throughline Communications led stakeholder discovery and competitive review to define positioning, voice of brand, and visual expression. A disciplined identity system balanced differentiation with adherence to existing parent brand standards.

Deliverables: Brand positioning and messaging framework; visual identity system; logo and tagline; usage guidance. Throughline Communications was later engaged to create co-branded marketing materials, and advise on go-to-market strategy.

Outcomes: Measurable increase in new clients both domestic & international • Increased 12-month revenue to BELS practice group

Creating a Sub-Brand:
BELS is a Parker Poe practice that helps businesses establish locations within the U.S. A set of brand guidelines was created with an eye toward the Parker Poe parent brand and then applied to a series of marketing assets, as seen in this carousel.

Creating An Advocacy Campaign

Objective: Secure fiscal allocations from state and county/local governments to increase rotation of USGA U.S. Open Golf Championships at Pinehurst Resort every 5 years. Communicate the long-term statewide $600M+ economic development impact value, including tourism, job creation, and sustained investment benefits for North Carolina.

Approach: Working in tight collaboration with partners at Maynard Nexsen law firm and Sanford Holshouser Economic Development Consulting, Throughline Communications translated complex economic impact analysis data into clear, persuasive narratives and executive materials.

Deliverables: Economic development messaging talking points; fundraising and stakeholder collateral; adherence to USGA and Pinehurst Resort brand standards.

Outcomes: Secured funding goal allocations • Clearly articulated economic benefits from increased U.S. Open Championship rotation • Strengthened alignment among state, local, and organizational stakeholders • Improved support for long-term investment decisions

Translating Complex Impact Analysis
We developed a clear and concise outline of the economic impact to the state and graphically represented these in a series of information graphics printed in a double gatefold presentation form.

Shaping Statewide Narrative

Objective: Produce the first-ever statewide economic development impact report to clearly articulate the collective economic contributions of North Carolina's Electric Cooperatives (NCEC) 26 cooperative members, and strengthen visibility among policymakers, business leaders, site selectors, investors, EDOs, and community stakeholders.

Approach: Through its research, interviews and creative brief process, Throughline Communications conceived the Powering Prosperity theme and design to translate complex economic impact data into a cohesive, visually compelling statewide narrative.

We integrated infographics, cooperative-level profiles, economic metrics, and regional storytelling into a unified design system that reinforced the cooperatives’ shared mission while preserving local identity. The report positioned NCEC cooperative members not simply as energy providers, but as a statewide economic development engine that support jobs, infrastructure investment, and community growth.

Deliverables: Statewide economic impact narrative framework; branded report theme and visual identity system; custom infographics and data visualization; 26 cooperative economic development profiles; print production management, and distribution marketing strategy.

Outcomes: $100M+ documented statewide economic impact • 26 cooperative profiles unified under one statewide report • 1,000+ first-run printed copies distributed • 2,000 second-run copies printed to meet increased demand • Featured at 2024 NCEDA Conference • 2024 Hermes Platinum Award – Best Print Annual Report

The report elevated NCEC’s credibility with state and regional stakeholders and established a scalable communications platform for ongoing economic development storytelling.

Visualizing Complex Economic Analysis
We visualized the economic benefit that the cooperative has to the state and graphically represented each cooperative constituent and their location throughout each North Carolina county. The representation serves to illustrate the broad statewide community and its overall importance. The design is a winner of the Hermes 2024 Platinum Print Media Award.

Activating A Strategic Sponsorship To Drive Placemaking

Objective: Leverage Fortinet PGA TOUR Championship week to advance a strategic placemaking initiative that transforms First Street Napa into a high-visibility community gathering destination, increase retail performance, and reinforce its long-term recognition as downtown Napa's premier retail lifestyle destination.

Approach: Throughline Communications designed and executed a purpose-driven placemaking activation anchored by the “First Street Napa–Fortinet PGA TOUR Putting Challenge.” The strategy integrated experiential design, economic development objectives, brand alignment, and civic engagement to convert a national sports tourism moment into a localized destination experience.

Working in coordination with First Street Napa, Fortinet, and PGA TOUR stakeholders, we created a cohesive public environment blending retail visibility, community participation, philanthropy, and premium brand association into a unified activation platform. The focus extended beyond traffic generation to shaping perception, increasing dwell time, and strengthening First Street Napa’s identity as an experiential retail hub.

Deliverables: Strategic placemaking framework and activation concept; integrated environmental branding system; custom seven-hole putting course design and site placement advisory; civic and charitable programming architecture; sponsorship and stakeholder coordination; digital promotion and PR messaging; retail tenant engagement toolkit.

Outcomes: 35%+ retail foot traffic increase vs. prior week • 20–30% average sales lift reported by participating merchants • 10,000+ social media impressions • 11 regional media placements • 300+ community participants across civic and charity competitions • $50,000+ raised for Napa nonprofits and schools • 25%–40% estimated increase in visitor dwell time • 18 retailers activated with event-linked promotions • 3:1 participant-to-retail engagement conversion ratioThe activation showcased First Street Napa as a dynamic lifestyle retail destination during a peak tourism window and established a replicable model for annual destination placemaking and event-based economic development.

Designing a
Co-Branded Event
In developing a branded approach for the event we were required to create a logo that was to be co-branded with First Street Napa and its sponsor Fortinet. Once designed and approved, the logo was applied to a variety of advertising and marketing material used throughout the promotion of the event and the event itself.