The Shadow
CLIFTON FORGE, Va (VR) – The Town of Clifton Forge formally unveiled a new community brand this week, capping a two-year, resident-driven effort to sharpen the town’s identity, attract visitors, and support economic growth. Town officials, business owners, and residents gathered for the “Brand Reveal,” where consultants and local leaders walked the community through a new logo, tagline, and narrative designed to capture Clifton Forge’s history, creativity, and natural setting.
The event opened with an introduction from Gayle Hillert, describing the branding initiative and the reasons behind it. Director of planning and community development, Maria Saxton, described the grant that helped make the branding Initiative possible, as well as the work that went into making it happen. Saxton turned the stage over to Aaron Arnett from the Arnett Muldrow Agency, the company responsible for creating the new brand. Arnett spoke about the town, saying that Clifton Forge is a small town with deep railroad roots and a growing arts presence. His group wanted to create a modern image that still felt authentic to residents and did justice to that history. The goal, they said, was not to replace the town’s story but to tell it more clearly and consistently to visitors, potential investors, and future residents.
Project organizers emphasized that the rebrand was built on extensive community involvement. Beginning about two years ago, local leaders hosted roundtables, listening sessions, and surveys to gather input on what makes Clifton Forge distinct. Residents repeatedly cited the town’s railroad heritage, its vibrant arts community, its friendly atmosphere, and its access to outdoor recreation as defining strengths.
Arnett thanked members of the town council, the town manager, and numerous volunteers for keeping the process moving forward, noting that turnout at public meetings and feedback sessions exceeded expectations. The project, he said, was a chance for the community to talk openly about how it wants to be seen, not just by outsiders, but by the people who live and work there every day.
A portion of the presentation focused on how the effort was funded and supported. Representative Kevin Whitehurst from the Virginia Department of Housing and Community Development and the Virginia Main Street program described the grant that helped pay for the comprehensive branding work. Whitehurst explained that the Virginia Main Street program assists towns in strengthening their downtowns and local economies by promoting walkable, business-friendly districts. In Clifton Forge’s case, grant support allowed the town to hire a professional branding firm and carry the project from community research through design and final rollout. The branding effort, they said, is meant to reinforce broader goals: keeping dollars local, supporting small businesses, and positioning downtown as the heart of the community.
Aaron Arnett then outlined how the brand was developed and what it is intended to do. Arnett, who has led branding projects in communities across the country, described Clifton Forge as a place with a powerful story and “a lot of sparks,” from its railroad legacy to its galleries, theaters, and surrounding mountains and waterways. He told attendees that his team logged more than 250 “touchpoints” with the public through interviews, meetings, and surveys. Those conversations, he said, shaped the brand’s central narrative, Clifton Forge as a historic rail town that has reinvented itself as a creative, welcoming, and outdoors-oriented destination. The brand, he explained, is meant to help the town “speak with one voice” in tourism marketing, economic development pitches, and local promotions.
Arnett then walked the audience through the brand’s visual and verbal elements. The new logo places the town’s name in a bold, legible typeface, paired with a graphic “spark” that symbolizes creativity, innovation, and energy. The color palette blends tones that nod to both the region’s natural landscape and its industrial heritage, while the typography is intended to feel contemporary but rooted in place.
Alongside the visuals, the team developed a brand statement and supporting language that can be used in brochures, websites, and press materials. The narrative highlights Clifton Forge’s “rich history, innovative spirit, and artistic community,” and stresses that the town is a place where visitors can explore galleries and performances, step into the outdoors, and experience a close-knit, welcoming atmosphere.
The presentation also showed how the brand will be applied across town functions. Examples included mock-ups of tourism ads, a refreshed town seal, signage for parks and trails, and graphics for festivals and community events. Arnett emphasized that a strong brand is a system, not a single logo, and that consistency over time would be critical to its success. To that end, leaders displayed draft designs for street banners, gateway signs at key entrances to town, and website updates that will roll out as the brand is implemented. Attendees were told that they can expect to see the new look appear gradually on official documents, marketing materials, and public communications.
The closing portion of the event focused on what comes next. Town manager Chuck Unroe explained that the town will begin installing branded banners and gateway boards and will collaborate with staff to incorporate the new visual identity into planning documents and day-to-day materials. Business owners were encouraged to adopt the brand in their own marketing, from storefront signs and menus to brochures and social media graphics.
Unroe also pointed to new opportunities for merchandise that residents and visitors can purchase, including items featuring the logo and tagline. The hope, they said, is that the brand will not only attract more tourists but also deepen local pride as people see “their” story reflected in a cohesive, professional way.
After the formal presentation, the celebration moved downstairs, where guests were invited to browse a merchandise table, enjoy cake and punch, and take photos with the new logo as a backdrop. Organizers framed the gathering as both a launch and an invitation, asking the community to carry the brand forward in how it talks about Clifton Forge to the world.
Event leaders stressed that while the new brand gives Clifton Forge a fresh look, its real power lies in what residents do with it.
“This is just the beginning,” one speaker said, urging attendees to use the tools unveiled at the event to tell a unified story about the town’s past, present, and future.
