High Point, NC—historically known for its roots in the furniture industry and as host of the world’s largest furnishings trade show—has evolved into a vibrant cultural and event destination. In 2024, the city partnered with Hue House to develop a sub-brand that could unify and reposition this growing identity.
The challenge was to translate High Point’s rich history and expanding cultural presence into a cohesive visual system that feels both dynamic and refined—capturing the energy of the city today while signaling its future.
This concept is expressed through the tagline, “Find your Hiipe,” and a graphic language that balances festivity and sophistication, positioning High Point as an exciting, contemporary destination.
Project Credits
Commissioned by Elliott McKnight of Huehouse
Lead Strategist, Junior Nyemb, Huehouse
Designer, Sakinah Bell
Lead Strategist, Junior Nyemb, Huehouse
Designer, Sakinah Bell