Tiny Characters, Big Identity: Rock City Gnomes

Bringing Gnomes to Life

When Frieda and Garnet Carter founded Rock City, their success likely stemmed from drawing on things they loved: nature, family, and childhood stories told by their German ancestors. Early on, Frieda imported gnome statues from Germany and placed them in significant stops along the trail—spots that surprised and enchanted. For decades, the gnomes remained in place, quietly welcoming guests, until a new generation brought them into the spotlight.

Defining the Story

In rebranding, Rock City sought to carve out a unique identity apart from its parent company, Rock City Enterprises, while honoring the nature and history that define it. The process began by asking, “What story are we telling?”   Working closely with Doug Chapin (a descendant of the founders) and his creative staff, the PGAV design team mapped out the parameters, balancing history with imagination, and set out to develop the character of the gnomes. The gnomes were rooted in Rock City, but the goal was to evolve them into something that would resonate with today’s audiences.

Phases of Development

Rather than overwhelming the client with endless options, the team created a clear funnel—limiting variables, focusing on one design element at a time, and building layer by layer. This blueprint allowed for flexibility while keeping decisions on track. Character creation unfolded in tandem with story development. The team began by exploring the history of gnomes: where they originated, what they symbolized, and how they had been traditionally portrayed. From there, they worked to modernize the characters while staying true to their origins.

A spectrum of artistic styles was presented, ranging from whimsical to serious, traditional to stylized, German heritage to modern art–inspired linework. This allowed the client to respond to what they liked and to why certain choices felt right.

PJ Tamayo, Illustrator and Media Designer, explains, “We first worked from black-and-white silhouettes. That way, the focus would be, ‘Does this shape feel right?’ At that point, color and other details would be a distraction. We were able to establish a strong base first and add details later.”

Style

Once a style direction was chosen, close to the classic garden sculptures but with an authentically Rock City perspective, the details were refined. Clothing options were presented. Do gnomes wear cotton or wool? Sequins and lace? Pointy caps or bonnets? Lederhosen or legwarmers? Prototypes were developed, representing the style and personality of each gnome, tied to their favorite place at Rock City.  

Building Personalities

The next step was defining character traits. The team created a detailed matrix for each gnome, outlining their unique personality, age, gender, and—yes—job (because even gnomes have to work!). The intent was to avoid a uniform look or feel, instead creating a diverse group that reflected the variety of Rock City’s own visitors.  

For PGAV Creative Writer A.D. Gladu, it was essential that every guest could find a gnome to connect with. “There is no place in the world quite like Rock City, and our goal is to help guests feel connected to its unique beauty quickly,” she explains. 

She continues, “Some people see a mountain and want to climb it; others see a mountain and want to smell its bluebells. Still others feel a deep urge to protect every rock and tree. Our goal with the gnomes is for them to be a vehicle for accessing guests’ visceral feelings—the ones they may not have even articulated—and to give them permission to fully explore those emotions here at Rock City.” 

Collaboration with the Client

The client’s passion and deep personal connection to the brand guided the process. Chapin’s heritage and memories fueled quick, instinctive decisions. The design team’s role was to surface those roots and reimagine them in a forward-facing way.

The Result 

The result is a cast of characters that are storytellers, ambassadors, and guides who embody the heart of Rock City. They connect the past to the present and nature to imagination. 

Above all, the gnomes are easy to understand and explain. Any staff member can share their story, making them powerful tools for both guest engagement and future marketability. The characters invite every visitor to step into the story and perhaps even find a little bit of themselves in a gnome… or a little bit of gnome in themselves!