DbD created a fresh brand identity and visual assets for Rockingham County, NC–packaged under the marketing anthem “Rock the RoCo!”–inviting visitors of every skill level to find their flow.
Blueway Guide Map
Our printed blueway map booklet will help build the brand, promote the blueway, and guide visitors to navigate Rockingham County’s miles of winding waterways.
Wayfinding & Signage
We provided Rockingham County with various on-brand signage design concepts to provide river users with easy access and guidance to the blueway.
Photography
& Video Production
We provided Rockingham County with a compelling marketing video to accompany the campaign and commercial photography that is infused with the free, fun-loving spirit of “Rock the RoCo.”
The video and campaign centers on getting people out of the Greensboro metro area out onto the RoCo Blueway.
Brand Identity
Our brand identity positions Rockingham County as a mecca for paddling and water adventures. Our Communications Team developed a creative concept and supporting visual assets to promote the newly named RoCo Blueway.
Rock the RoCo was so successful that DbD was asked to redesign a complementary Rockingham County Tourism brand identity and visitor guide.
Destination by Design partnered with the Rockingham County TDA to create a fresh brand identity and marketing campaign for the county’s water trail system, packaged under the anthem “Rock the RoCo!” The project included branding, a printed blueway map guide, commercial video and photography, and signage design concepts, all built to invite paddlers of every skill level onto the county’s three lakes and four rivers. The campaign centers on drawing visitors out of the nearby Greensboro metro area and onto the water.
In North Carolina, destination marketing and wayfinding often work together to turn a natural asset into an accessible visitor experience. For Rockingham County, that meant pairing the “Rock the RoCo” brand identity with on-brand signage concepts that give river users clear guidance and access points along the blueway. The printed blueway map guide extends that same system into something visitors can carry with them on the water.
A strong outdoor brand can turn an underused natural resource into a defined visitor destination. Rock the RoCo positioned Rockingham County as a hub for paddling and water adventures, and the campaign proved successful enough that the county brought DbD back to redesign its broader Rockingham County Tourism brand identity and visitor guide. That kind of follow-on work is a strong signal that a destination brand is resonating with both visitors and the community it represents.
A blueway is a marked water trail, typically along a river, lake, or coastline, designed to guide paddlers and other recreational users through a region’s waterways. The RoCo Blueway spans Rockingham County’s three lakes and four rivers, and DbD supported it with a printed map guide, wayfinding signage concepts, and a marketing campaign to help visitors navigate and discover the water trail system.
Rockingham County sits in north-central North Carolina, just south of the Virginia border and a short drive from the Greensboro metro area. Its network of lakes and rivers, including the Dan River, gives the county a level of water-based recreation that’s uncommon for the region, making it a natural draw for paddlers looking to escape the city for a day on the water.
