Cadency students were tasked with reimagining the brand of a beloved Greenville, South Carolina, district. Through community-based and archival research, their work celebrates its history while supporting its growth as a thriving hub for business and the arts.
Less than an hour east of Clemson University’s main campus is The Village, a community in Greenville, South Carolina, that’s home to more than 60 small businesses and a deep sense of history, community and pride. Last year, Cadency, Clemson’s student-led brand agency, was asked to imagine a rebranding of this community. Students Brooke Bedell ’26, Natalie Bell ’25, Kylie DeWeese ’26, Evy Lane ’26, Isabella Greco ’26 and Bryson Padgett ’25 took on the task.
To reimagine the branding of a place brimming with history and heart, the students first set out to learn — firsthand — what makes The Village of West Greenville unique. They interviewed business owners, surveyed residents and visitors, and explored the community in person.
“From the start, it was clear that people felt a connection to The Village,” said Bedell. “The businesses were a part of people’s family histories and the community. Our research helped us understand that the brand needed to include those stories.”
After visiting Greenville, the team returned to campus and searched through Clemson Libraries’ Special Collections and Archives. After reviewing hundreds of photographs, diplomas and memorabilia, they came across a vintage laundry truck that inspired the idea of a custom typeface. After that, things began falling into place.
“When we saw the lettering on that truck, it just clicked,” said Bell. “It gave us a way to tie the history of the mills to a design that still felt fresh and new.”
By the end of the Fall 2024 semester, the team presented its initial branding concepts to The Village Business Association. The response was overwhelmingly positive, and the association decided to move forward with the designs. In Spring 2025, Greco joined the team to build a Squarespace website, which launched during a community unveiling last April.
Today, the finished brand is used by The Village of West Greenville and its businesses. The website highlights local shops, restaurants, events and the community’s history.
“Working on this project showed us how important research is when creating a brand,” said DeWeese. “I grew up in Greenville. My grandfather worked in one of the textile mills around The Village. So being able to bring this vision to life was truly an amazing experience.”
Did you know? Housed in the Wilbur O. and Ann Powers College of Business, Cadency is a student-led brand agency unique to Clemson. Blending classroom learning with real-world experience, the program allows students to work as brand strategists who bring research-driven storytelling and design to life for clients.
