Shaping a Compelling Story for a 300-Acre Opportunity

Rebrand and Website Overhaul
Developing a brand from a blank canvas
Energy Muse is an online store for crystals, gemstones, jewelry, and holistic tools for energy abundance.

Services

Creative Services, Custom Application Development, Email Marketing, Loyalty Program Development, Organic Social Media, Paid Media, Photography & Production, Product Launch Strategy, SEO Content Strategy, Web Design & Development

Industry

ECOMMERCE – HOLISTIC WELLNESS AND JEWELRY
Project Overview.
SERVICES

STRATEGY & CREATIVE

INDUSTRY

COMMERCIAL DEVELOPMENT

The town of Rocky Mount, NC reached out to us with a big ask: branding a massive new commercial development that sits on over 300 acres of land. To put this into perspective, 300 acres is more than six times the size of Grand Central Station and over 72 Walmart Supercenters while Hudson Yards in New York City is a mere 28 acres by comparison. Giant Propeller collaborated closely with key members of the Town Council, including local town historians, business owners, and entrepreneurs. They entrusted us with the responsibility of crafting a brand identity for Rocky Mount’s new development, starting with the name.

Challenges.

Creating a compelling brand story for Rocky Mount’s new development was a complex task, as it required bridging the town’s rich history with the demands of a modern development venture.

01: Giant Propeller conducted holistic and comprehensive research around the demographics of Rocky Mount and its surrounding areas. 

02: We also did deep dive research into the legacy and history of the town, including the unique geographic and topographical features of the area, working closely with the Town Council and historians.

03: We sought to develop a name which honors Rocky Mount’s rich history but also brought this new development to a modern era.

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Solutions.

To address the complex challenge of creating a brand identity for Rocky Mount’s new development, we explored its history and aspirations to capture the town’s essence. A Brand Born From Vision We conducted a branding workshop with a naming exercise, landing on over 50 potential names that fit under a variety of naming formats and brand archetypes. Balancing Tradition and Innovation We focused on names that were convenient, friendly, and unexpectedly delightful. Types of names we explored were literal, descriptive, and coined. We stressed the importance of these names being easy to pronounce and colloquial. Through a closely collaborative process with key stakeholders from the town of Rocky Mount, we landed on our name–AxisEast.

Results.

Our meticulous planning and strategic execution successfully brought Rocky Mount’s vision for their 300-acre development to life. The compelling brand story attracted significant investment and generated excitement within the community.

01

WE BOOSTED THE DEVELOPMENT’S APPEAL AND GENERATED GREATER INTEREST FROM BOTH INVESTORS AND THE COMMUNITY WITH THE AXISEAST BRAND IDENTITY.

02

WE SUCCESSFULLY ROLLED OUT THE NEW BRAND IDENTITY FOR AXISEAST (INCLUDING THE NAME!)

From Vision to Reality.

By aligning the rich history of Rocky Mount with a forward-thinking vision, we created a brand identity that engaged the community and positioned the development as a prime investment opportunity. The AxisEast brand is a prime example of fulfilling the potential of a vast space, setting the stage for a thriving commercial hub.