It remained the main presence of craft retail in Asheville for nearly seven decades. As tourism increased, Goodrich relocated the retail space to downtown Asheville on Haywood Road in 1908. Prior to its official formation, Southern Highland Craft Guild opened its first shop in 1902 in Madison County. Inspired by their skill, she encouraged crafts production as an economic opportunity for the women. A Presbyterian missionary, Goodrich had come south to work with mountain folk and discovered women weaving coverlets. A cabin among the pines in is where founder Frances Goodrich established Allanstand Cottage Industries in 1899. The key feature of the rebranding is a new logo, which incorporates historical imagery to highlight the unique story of the Guild’s inception. “With such a mature organization, it’s not surprising that time has produced brand creep.” “One of the essential goals from this initiative is to build a unified and clear identity for all locations and activities of Southern Highland Craft Guild,” says Barry. Though the organization will keep its name, the four retail shops will change their names to align with the Guild brand Southern Highland Craft Guild in Biltmore Village, Southern Highland Craft Guild at the Folk Art Center, Southern Highland Craft Guild on Tunnel Road, and Southern Highland Craft Guild at Moses Cone Manor. “We certainly have enjoyed the arrival of new artists and businesses here, and it’s pushed us to have integral conversations for building our future.” Being an Asheville native, Bailey has seen first-hand the impact of craft and art on the community and its rise within Appalachia. “This process has been very constructive for the Guild as we continue to seek growth and success for our members and organization,” says Executive Director Tom Bailey. An updated mission statement clearly defines the Guild’s relevance to the creative community today: Cultivating the crafts and makers of the Southern Highlands for the purpose of shared resources, education, marketing, and conservation. Membership in the Guild is open to makers in eleven different craft media clay, glass, wood, fiber, metal, leather, natural materials, paper, jewelry, manmade materials, and mixed media. ![]() Starting in 2017, there will be a push towards membership recruitment to invite makers and educational centers to utilize the creative benefits and opportunities of the Southern Highland Craft Guild. ![]() The Guild’s new look will roll out over several months through the organization’s website, signage, advertising, and brochures. “We wanted to make sure we’re here for another eight decades and we’re putting policies in place to do so,” says Hannah Barry, Director of Public Relations and Technology. The main focus of this initiative was to re-align the organization with its values by putting infrastructures in place to continue its sustainability in the marketplace, growing membership and attracting new members of all generations. In April 2016, the organization employed consultants Lisa and Dean Peteet of local firm Atlas Branding as co-collaborators in a much desired evolution. The 86-year-old nonprofit organization boasts over 850 members from 293 counties that span the mountains from Maryland to Alabama. After undergoing an extensive eight-month rebranding process, Southern Highland Craft Guild in Asheville, NC, has released a new logo and supporting messaging.
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