Carolina Axe Throwing

About The Project

Carolina Axe Throwing required a full brand identity design. Logo, web site, social media and SEO services. The end goal was to attract customers with an easy to navigate website for Carolina Axe. I would also need to create an eye catching logo that would appeal to the company demographics. In addition I was also tasked with setup and creation of the social media accounts and identities.


Using the name of the business for inspiration, I went with a literal translation for the logo. After some experimentation, I settled on an axe in the shape of the Carolinas. The client wanted a simple but illustrative design and is a fan of “badge style” logos. His desire was for the Carolina Axe logo to resemble the national park signs located near Asheville NC, where the company is based.

Black and white was chosen for the logo due to the young, craft beer drinking, “urban lumberjack” demographic. By design it was also used to help mitigate the cost of printing company shirts in full color.

The typography was chosen to be simple and readable, with a classic masculine feel. A script font was chosen for the word “Carolina” to soften the design a little and provide a contrasting style to the rest of the text.

For the site design, the client wanted an easy to use and “clean” style. The wood grain in the header was used to make the logo pop off of the header. I then used the colors from the wood grained header on the accent borders and hover effects. All photography was provided by the client (except blog post images) and edited by myself.

Important to this site is the event calendar. The client often books events that are open to the public, and wants to invite site visitors to stop by and check them out. There has also been a steady increase in participants who follow the Carolina Axe to various locations and the calendar helps those guests find the next event date.

Booking is done through a contact form and local Asheville phone number. Asheville has a robust “support local” movement, which made it important to stress that the business was owned and operated by one of it’s own native residents, and not an out of state franchise.

All social media branding was created to mirror the site design and insure consistent branding across multiple platforms.

The site was built on a WordPress CMS for easy maintenance and easy content updating.

SEO was implemented to attract customers searching for “Asheville Mobile Axe Throwing” the site currently ranks 3rd behind the site for an already established competitor in Asheville.