2013 - Rebranding and Name Change to Greenhill
By Elizabeth Wallace, Marketing Intern
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Green Hill Center for North Carolina Art announced the re-branding of the entire organization under the name of Greenhill. As part of the re-branding, a new logo and new website have both been launched as well. Capitalizing upon an opportunity to streamline the institution, the new name, logo, and website better position Greenhill for cohesion within the different areas of the organization.

To create the new identity, a Brand Name Identity Task Force was gathered from board members, current staff, supporters of Greenhill, and program officers from other arts organizations. The committee consisted of:

Gibby Waitzkin, Board Member, Task Force Chair

John Beerman, Artist, Board Member

Ginger Booker, Founding member

Beth Boulton, supporter, Boulton Creative

Edie Carpenter, Director, Curatorial & Artistic Programs

Laura Way, Executive Director

Bill Crowder, Former Board President

Lauren Gordon, Marketing & Design Guru

Morgan Horner, Long-time supporter

Jeff Pettus, Senior Program Officer, Visual Arts, NCAC


The committee conducted a survey to learn what constituents believed to be most important about describing the organization and about North Carolina artists in general. After a thorough discussion, the Task Force recommended to the Board of Directors that the name Greenhill be formally adopted. The board approved the change and moved to have Greenhill become the public name of the organization as a DBA for Green Hill Center for North Carolina Art.

A new logo was also created to reflect the name change. The taglines “A Space for NC Art,” “The Shop,” and “ArtQuest” are provided beneath the main Greenhill name to highlight program areas and key identity points to create a more uniform brand. Greater flexibility in the logo will also be provided through seasonal color palettes.

The new website (www.greenhillnc.org) is being hosted by Photobiz. No longer a Flash-based interface, greenhillnc.org allows for easier navigation, online purchasing of items in The Shop, online booking of summer camps, and greater accessibility on mobile devices. "At PhotoBiz we love supporting the arts and kids and we love Greenhill," said Lauren Marx, PhotoBiz Chief Operating Officer. "We are so honored to get to work with their team on their website."


Commenting on the re-brand, Greenhill Executive Director Laura Way stated, “From the beginning of my tenure at Greenhill, I knew our brand needed attention. Over the last year we have made tremendous strides forward. Today’s announcement is the culmination of a lot of work, creativity, and positive energy. I could not be more proud or pleased with our outcome.”

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