This project explores the various factors that contribute to the identity of Greenfield, Massachusetts, to provide insights for town planners seeking to strengthen that identity. By examining historical, geographical, occupational, cultural, and social elements, the study identifies how Greenfield’s identity has evolved. The town’s former industrial strength, particularly in the mill industry, and its strategic location along major rivers were once central to its identity. However, the decline of industry, lack of historic preservation, and shifting perceptions have diminished these influences in the town's current image. Today, Greenfield’s identity is shaped by a diverse range of social networks and community-based movements, including natural foods, alternative medicine, and environmental initiatives. These networks create meaningful places that foster a strong sense of place among residents. However, many of these contributions are under-recognized by local governance. This project suggests that planners should identify and support these community assets to foster a more inclusive and resonant town identity. By understanding the lived experiences, special places, and evolving perceptions of its residents, Greenfield can develop a more cohesive and dynamic identity grounded in both its history and its present-day community fabric.