Something to Write Home About
Summary
The Blue Ridge Parkway Association had heart, hustle, and big potential. Backed by a federal investment in revitalizing the Parkway’s story, we transformed a funding framework into a creative movement that united three states under one brand.
Client
Blue Ridge Parkway Association
Scope
Brand Identity
Campaign Title
Brand Identity, Visitor Guide & Website
Results
24%
increase in active users
26%
increase in new visitors
29%
increase in web sessions
9%
increase in engaged sessions
A Brand That Can Handle The Miles
We built a brand that travels well—across three states, four seasons, and hundreds of miles of heritage. The new logo nods to the Parkway’s natural curves while staying flexible enough to live on trail signs, social feeds, and everything in between. The color palette pulls from Appalachian landscapes (think rhododendron blooms and Smoky Mountain sunrises), and the typography balances timelessness with motion. It’s bold without shouting, local without being literal, and built to help the Parkway own its story for years to come.
Less Scrolling, More Rolling
We designed a site that works as hard as it looks—mobile-first, story-forward, and built to guide travelers from Mabry Mill to Mount Pisgah without the guesswork. A custom itinerary planner lets users build their own adventure, whether it’s chasing waterfalls in Linville Gorge or leaf-peeping through Peaks of Otter. Interactive maps, intuitive filters, and road trip-ready content turn curiosity into action, and drive real impact for the communities that make the Parkway unforgettable.
Stories Worth Folding the Corner On
Designed for backpacks, gloveboxes, and guest services counters from Boone to Roanoke, the visitor guide pairs trip planning essentials with storytelling that actually sticks. Think: scenic routes, insider tips on places like Craggy Gardens and Doughton Park, and feature spreads that make the Parkway feel both iconic and personal. It’s practical, beautiful, and packed with the kind of content that makes travelers say, “We’ve gotta go here.”
Real Input. Real Progress.
To build something that truly reflects the Parkway, we got in the room with the people who know it best. We hosted member forums in Roanoke and Asheville—bringing together local partners, storytellers, and stakeholders to pressure test our work, gather feedback, and uncover what really matters to the communities that line the road.
