A NEW REGIONAL BRAND

Created by the Region

The Challenge

The goal was an ambitious one: to represent a distinctive region that includes the most remote and hidden corners of Virginia. This region is made up of 19 counties, 54 towns, and 4 cities. From the banks of the New River, to the rich heritage of the Virginia Coalfields, the views from the Blue Ridge Parkway, and the well worn path of Daniel Boone’s Wilderness Road, this region has all of the best of Americana: music heritage, arts & crafts, and outdoor recreation.

The Values

Through this process, hundreds of stakeholders met and shared the qualities that they love about Southwest Virginia. These are the brand values that they held most dear:
Undiscovered, Outdoorsy, Hardworking, Approachable,
Dynamic, Musical, Unique, Artistic, Rugged, Authentic, Distinctive, Alive

Counties Visited

Towns Involved

Miles Driven

People we met