Quite the new name: Evermore

SNELLVILLE - 'Twas a road reversed and winding, full of strip malls, bright and blinding, when a district there appeared to usher it from days of yore.

Studying the streets and houses, landscapes, new lanes, shops for blouses, community improvement was the driving force there heretofore.

The road along took most the credit, 78 - cannot forget it, but then the group's director thought to share more than just the one road's lore.

A branding study was begun with focus groups where everyone could weigh in on a pseudonym, announced this week as Evermore.

The Highway 78 Community Improvement District has a new name.

From now on, the U.S. Highway 78 corridor from Stone Mountain to Snellville will be known as the Evermore CID.

"It was evident that we needed to rebrand ourselves as more than just a road," Director Brett Harrell said. "It's different than anything else out there. It really is a unique name."

Harrell said the district had to deal with the negative connotations of reversible lanes and confusion along U.S. 78, in addition to the implication that the group was only concerned with making road repairs and improvements.

In truth, Harrell said, the CID is involved with landscaping, building parallel roads and sidewalks, creating livable communities and spearheading other projects.

The group also has a new logo to go with its new name. The two-colored Georgia oak leaf is indigenous to the area, Harrell said, and the vein through the middle is the route of the CID's main corridor. That indicates its importance, he said, while taking the entire focus off the road.

Harrell said he is not worried that people will not recognize the CID's location.

"Where's Cumberland?" he asked. "Everyone knows where it is now. Because we've taken the geographical district out of the name, there will be some initial questions. Over time, it will be associated with the area."

The CID's board voted unanimously to make the change earlier this week, Harrell said, and a marketing group conducted more than 250 phone surveys and an additional 50 or 60 via fax and e-mail before deciding on Evermore.

The new name gives residents the flexibility to create a new identity for the area, Harrell said. Signs, banners and monuments will eventually help brand the area.

Already, he said, one woman commented that she could now say she lived in Park Place at Evermore, and other residents also seem to be embracing the change.

"No one loses their identity, they just become part of a bigger community as well," Harrell said. "Citizens are starting to make that connection."