BELCHERTOWN — A new project called Branding Belchertown aims to overhaul the visual identity of the commuter community in hopes of distinguishing Belchertown as a destination for tourism and business.

Using $10,000 of leftover American Rescue Plan Act funds, the project includes a new town seal for official business, town logo for casual use and brand guidelines to ensure cohesion in all communication and marketing materials for Belchertown.

Consultant Danielle Amodeo from Arts Equity Group in New York said branding is particularly important for attracting new businesses and retaining current companies.

“Ultimately one of the tasks that was outlined in the community plan for Belchertown was to think about ways that we could support local economies,” Amodeo said, “And one way to do that is to differentiate ourselves from other small towns.”

A new look for the town was previous included in both Belchertown’s Local Rapid Recovery Plan and Community Plan. After seeing Amesbury revamp its marketing materials with minimal resources early this year, Amodeo said, Belchertown’s municipal leadership realized that the rebrand would not require as much time and resources as previously believed.

“The Branding Belchertown Project is an opportunity for us to honor the town’s rich history while preparing for future growth,” Town Manager Steve Williams said in a statement. “This initiative will help us communicate who we are as a community, not only to residents but to visitors and businesses who see Belchertown as a destination for connection and opportunity.”

The newly-formed Branding Belchertown Committee includes representatives from the Select Board, Town Planning, Communication Committee and Creative Economy Committee. The committee will decide on the designer for the project, the Belchertown attributes to highlight in the modern look and community engagement opportunities to gather public opinions on Belchertown’s best qualities.

“The committee acknowledged that everyone had a different idea about what is unique and special about the town,” Amodeo said. “Everyone has a really different image that comes to mind when they think about their town, and even across the committee there’s a diversity of images that come to mind.”

Currently, the Branding Belchertown Committee has three seats open for residents. The only requirement, according to Amodeo, is a passion for the town. No previous committee experience is required, and there is minimal work outside of biweekly meetings. Amodeo said current committee members want members with a diversity of ages, races, ethnicities and experiences in Belchertown to join the committee.

“One intention behind this committee’s work is to highlight local government, and when people participate in local government they can see change in their communities,” Amodeo said.

The committee is also seeking a request for proposals from designers who want to bring the small town’s vision to fruition. The deadline to apply is Jan. 24.

While the project will help build Belchertown’s commercial business offerings, town staff also hope it will unite residents to take pride in their home.

“At a moment when we’re seeing communities across the country succumb to divisiveness, we see this as an opportunity to clarify our town’s shared values and come together as a community to celebrate Belchertown’s great history and future,” Williams said. “We hope you’ll join us.”

Emilee Klein can be reached at eklein@gazettenet.com.