DbD led the comprehensive planning and branding effort that established the Northern Peaks Trail as a recognized regional and state asset. Our multidisciplinary team combined recreation planning, landscape architecture, and brand development to create a unified vision capable of inspiring partners, funders, and the public.
The trail is envisioned as a signature outdoor experience that celebrates the High Country’s landscape, culture, and economy.
Planning Process
Our planning team began by defining a clear route concept through the Amphibolite Mountains, connecting key destinations such as Elk Knob State Park and Mount Jefferson State Natural Area. We facilitated collaboration among local governments, conservation groups, and state agencies to align recreation goals with ecological conservation priorities.
Through extensive public engagement, we gathered input from residents, land managers, and outdoor enthusiasts to shape a trail plan that balances access with environmental stewardship. The resulting plan identified a cohesive corridor, trail typologies, and recommendations for trailheads, signage, and long-term management.
Branding and Public Engagement
In tandem with the planning effort, our communications and branding team developed the Northern Peaks Trail identity—an authentic brand reflecting the area’s distinct geology and mountain culture. We created a logo system, design standards, and narrative framework that communicate the trail’s purpose: to connect people with the High Country’s peaks, communities, and heritage.
To build regional and state support, we produced a collection of photography capturing the landscape and people behind the project, as well as a short film featuring interviews with key stakeholders. A dedicated project website presented the plan, brand, and vision in an accessible format, helping engage the public and decision-makers.
NC State Trail Designation
The combination of thoughtful planning, strong public engagement, and a compelling brand identity provided the momentum needed to elevate the Northern Peaks Trail from concept to reality. These efforts played a key role in securing official State Trail designation from the State of North Carolina, establishing the Northern Peaks Trail as a cornerstone of the region’s outdoor recreation network.
Destination by Design partnered with the Blue Ridge Conservancy and Watauga County TDA to lead the comprehensive planning and branding effort for the Northern Peaks State Trail, a route connecting Boone to West Jefferson through the ecologically rich Amphibolite Mountains. The plan links key destinations including Elk Knob State Park and Mount Jefferson State Natural Area, and the combined planning and branding effort played a key role in securing official State Trail designation from North Carolina.
In North Carolina, recreation master planning and community branding come together especially well on long-distance trail projects that need to earn support from multiple government and conservation partners. Northern Peaks Trail reflects that pairing, combining trail planning and landscape architecture with a full brand identity, logo system, and design standards built to communicate the trail’s purpose to funders, partners, and the public alike.
Turning a trail concept into an officially designated state asset takes more than a good route. It takes public support strong enough to move state agencies to act. Northern Peaks Trail achieved that through extensive public engagement with residents, land managers, and outdoor enthusiasts, paired with photography, a short film featuring key stakeholders, and a dedicated project website, all building the momentum that ultimately secured State Trail designation from North Carolina.
Recreation master planning is the process of defining a trail corridor, typologies, and infrastructure recommendations while balancing public access with environmental stewardship. For Northern Peaks Trail, that meant facilitating collaboration among local governments, conservation groups, and state agencies to align recreation goals with ecological priorities, resulting in a cohesive plan covering trailheads, signage, huts, and long-term trail management.
The Northern Peaks State Trail runs through North Carolina’s High Country, connecting Boone to West Jefferson through the Amphibolite Mountains and past protected natural areas like Elk Knob State Park and Mount Jefferson State Natural Area. This mountainous, ecologically significant terrain made careful route planning essential to balance recreation access with conservation of the region’s landscape.
