As a way of taking charge of their future, Harney wanted to define their identity before the outside world defined it for them. DbD created a strategic brand framework based on the concept of Land, Water, Sky, Soul to showcase Harney County as a place of soul, stewardship, and solitude. Its people and its land are inextricably linked.
Brand
Identity
The brand concept, Land, Water, Sky, Soul signifies the natural elements and the people who form the fabric of Oregon’s High Desert. Representing each element of the tagline, the visual identity includes graphical icons from petroglyphs found in the County— paying homage to the heritage and symbols of the surrounding native people.
Brand
Video
Our content producers spent 5 days interviewing Harney County residents and exploring this enormous territory. The stories captured were used to create a brand video communicating a spirited vision for the County’s future, and uniting everyone around a common identity.
Website
The This is Harney website showcases Harney County, Oregon, as a place of exploration, and rural lifestyles; celebrating its pioneering spirit, entrepreneurial culture, and natural beauty. Built on a modern, mobile-responsive platform with integrated mapping and intuitive navigation, the site positions Harney County as an adventurous destination in Oregon’s remote high desert.
Marketing
Plan
Our marketing plan takes a ground up approach to place-based destination marketing. It intends to deepen pride among residents, enhance visitor appeal, and attract a skilled workforce. The 84-page document includes visitor research, a content calendar, a proposed budget, implementation plan, and advertising recommendations.
Community
Research &
Engagement
Our process involved listening to the community, including those who have stewarded this land for eons, the “Wadatika” band of the Burns Paiute Tribe. This revealed a compelling and authentic story of an inspirational frontier community that is leading by example in a region in need of solutions.
Destination by Design: A Destination Marketing Organization
Destination by Design is a destination marketing organization, planning firm, and creative agency helping communities define who they are, share what makes them distinct, and turn local assets into long-term economic development opportunities.
Harney County tourism marketing begins with what already makes the place remarkable: its vast landscape, deep cultural roots, and strong tradition of stewardship. DbD helped shape a clear direction for sharing that story with visitors while honoring the people and places that give Harney County its character.
This Oregon destination branding and community branding work gave Harney County a stronger way to speak for itself. The brand ties together tourism, local pride, economic development, and resident identity through one clear story rooted in land, water, sky, and soul.
For rural communities, destination marketing is about more than attracting visitors. It can also build pride, support local businesses, draw talent, and create new opportunities for investment. In Harney County, DbD helped position the region as a place of beauty, grit, innovation, and long-term possibility.
Community branding is the work of defining what makes a place distinct, then giving people the language, visuals, and tools to share it. For Harney County, that meant listening closely, honoring local identity, and creating a brand that reflects both the land and the people connected to it.
Harney County is located in the high desert of Eastern Oregon. It is one of the most remote counties in the Lower 48, known for open skies, expansive landscapes, wildlife habitat, the Burns Paiute tribe, ranching heritage, and a way of life deeply tied to the earth.
