Case Study: Chatham Park


Chatham Park is a 7,000+ acre community being created in Pittsboro, NC. When fully developed, it will include 22,000 homes and 22 million square feet of commercial, retail and community space. Chatham Park offers a modern and historic riverside setting for a “Live, Work, and Play” sustainable community. It is a new city expanding beside the charming old town of Pittsboro, a vibrant art, music and dining destination that began in colonial times. Some groups within Pittsboro and Chatham County were initially opposed to the project, expressing concern about what Chatham Park would mean for the future of the existing community.

Case Objectives

Position and brand this unique project. Develop critical messaging and earned media opportunities for Chatham Park developers to tell their story. Eliminate concerns associated with developing near a historical town.

BBG Insights

BBG’s initial task was to create a compelling story and strategy for a diverse audience of families, employees and companies that will call Chatham Park home. Of all the choices available to relocating companies and their perspective employees, Chatham Park is the one place that satisfies best. As a place to live, Chatham Park again offers many choices: traditional homes, apartments, and condominiums for a wide range of budgets and tastes.

“BBG’s branding process to help develop Chatham Park’s introduction, including positioning and graphics, was professional, productive, and ultimately created a product that has been used to differentiate Chatham Park. Our development has quickly become associated with the creative logo that reveals just enough to pique curiosity.”

~ Vanessa Jenkins

Executive Vice President, Preston Development / Chatham Park

Crafting The Brand Representation

The positioning line is the core platform promise for promoting this new city. For companies in Asia, Europe, or Indiana considering relocating there are many choices: The United States? North Carolina? The Triangle Area? RTP?  Centennial Campus?  

Once a decision is made where will management and employees live?  Where will they play?

Out of all these variables, Chatham Park is the one place that will satisfy the live, work & play needs of this new generation of entrepreneurs and knowledge workers.

The Positioning Line is crafted to stick in the mind of prospects, and guide the promotional promises of the project.

The Result

BBG built a branding infrastructure and developed earned media opportunities. With a unique corporate identity package, and the positioning line, Many Choices. One Place, we generated placement of 137 byline articles and over 500 local, regional and national press mentions within the first 6 months of our assignment.