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served.

The Problem

The 120-year-old, 90,000-square-foot prison had sat vacant for three years, a liability on the state’s books with no brand, no audience data, and no viable concept. Legal distillation was also off the table: Morgan County was, and remains, dry under Tennessee law, meaning the entire business hinged on winning a countywide referendum before any brand work could matter.

The Insight

We recognized that the property’s history and setting would define the brand more than any invented concept could. The referendum wouldn’t be won on tourism, but on jobs, since many residents were already driving 20+ miles one way for work.

The Solution

A 90-day advocacy campaign, paired with town halls and work alongside state officials and lobbyists in Nashville.

In parallel, we developed a badge-inspired logo, an earth-toned identity pulled from the prison’s walls and surrounding mountains, wayfinding signage across all 286 acres, and merchandise and packaging for the site’s Moonshine and Vodka lines.