Destination by Design partnered with Alleghany County to craft a brand strategy and destination marketing assets that tell the county’s story in a way that feels authentic to residents and inviting to visitors.
The Challenge
Alleghany County faced the challenge of standing out from other destinations in Western North Carolina while preserving its rural character and natural resources. The county needed a cohesive brand identity and marketing tools that could strengthen its appeal to visitors and new residents while supporting local businesses and sustainable economic growth.
Discovery, Analysis & Community Engagement
Our process began with in-depth research and community engagement to better understand the culture, economy, and landscape of Alleghany County. Through public workshops, data analysis, and interviews, we explored the county’s strengths and opportunities while gathering insight from locals, regional residents, second-home owners, and visitors to the NC High Country.
Brand Strategy
Building on these insights, DbD developed a brand strategy that celebrates Alleghany County’s authentic Appalachian spirit. The strategy included a new visual identity and messaging framework that tells the county’s story through five themes: the Blue Ridge Parkway, New River, food and agriculture, mountain arts and culture, and local industry.
Destination Marketing & Visual Identity
DbD developed the “Authentically Alleghany” starter campaign, along with a new county logo and the tagline “The Heart of the Blue Ridge Parkway.” We commissioned a local artist to create woodcut illustrations based on the five community themes. The illustrations were integrated into the broader visual identity and applied across billboards, street banners, apparel, and a visitor-facing county map.
