You Make Cayce is a place-based campaign identity that exists to prompt the individuals of Cayce, South Carolina to activate their creativity through a response to their identity as a member of Cayce’s community. The brand’s purpose is to strengthen unity and connection within the community through creativity.

Cayce is a community of people who are leaning into innovation and creativity in new ways while still holding on to their heritage of hospitality and community. There is an overflow of activity and development occurring in Cayce, specifically in the arts district and the town’s creative culture. With a uniquely diverse community, each person brings a special touch of creativity and individuality to the collective identity of the community.

The visual identity system has been created to be both dynamic and dependent on the community’s creative responses. The brand system creates an approachable and flexible framework into which this creative response will be implemented.

The work of people’s creativity in the form of their handwriting and their illustrative responses develop the core elements of the visual identity system. Through this, the campaign exists as a means of showcasing the creativity and stories of the community members in one unified system. This interactive campaign will highlight each individual’s unique story and demonstrate to them that their creativity – individually and collectively – is what makes Cayce.

In addition to the visual identity system, a full project brief and brand guidelines were created.