The MTN is a legislatively created recreation authority working to position West Virginia as a premier recreational trail destination in the US.
Our Communications Team was tasked with branding this flagship trail, crafting a visual identity, messaging, and marketing strategy to elevate it’s mission and increase outdoor tourism to the Mountain State.
Brand
Identity
The MTN brand story invites hikers, cyclists, and paddlers to forge a new connection with nature, history, and adventure in the heart of the Appalachian Mountains.
The mountaineer moniker and “MTN” acronym connects the historic West Virginia mountaineer with today’s modern adventurer, tying both to the spirit of the Mountain State.
The clean simplicity of the logo is intended to stand out on infrastructure within the natural environment, providing a modern twist to West Virginia’s classic identity.
Brand Strategy
Our team identified the need for a dynamic brand that speaks to both visitors and organizational partners.
Brand language emphasizes leveraging outdoor recreation as a catalyst for economic development and quality of life for residents, while simultaneously positioning WV’s remote mountainous landscape as a premiere trails destination on the east coast.
The MTN narrative honors WV’s classic mountaineer heritage by connecting the state’s historic use of trails for foot travel with contemporary trail development efforts and experiences.
Community Engagement
Visiting the five trail hubs across 18 counties, and engaging with stakeholders, our team biked, hiked, paddled, and fished our way through the state, learning exactly what made the region unique.
Website
A simple MTN website was launched to serve as a portal for the organization to continue building partnerships.
In Phase 2 this site will become a planning resource for the modern mountaineer, providing detailed information about trail maps, local amenities, and cultural experiences.
