Rooted in Place: A Brand Identity Study of Sawyer County, Wisconsin

Abstract

This creative component explores what it means to create a living, place-based brand identity at the county level, using Sawyer County, Wisconsin as a case study. Rather than a traditional rebranding effort, the project investigates identity, perception, and sense of place through research, local interviews, and an understanding of the region’s history, culture, and design principles.

Sawyer County’s “Northwoods Character” is defined by its natural resources, rural landscapes, timber heritage, and strong conservation values. While tourism and development offer economic benefits, they also pose challenges to preserving the county’s rustic, unspoiled qualities.

The resulting brand system seeks to unify the community and increase recognition while honoring its natural identity. It also explores how graphic design can support small or under-resourced communities by providing adaptable visual toolkits for self-representation. Branding, in this context, is treated not as a top-down solution but as a participatory, place-based process rooted in values and stewardship. This work offers a model for community-driven design that balances growth with preservation.