Work: Case Study Great Trails State NC
The Great Trails State Coalition needed help channeling their many parts and pieces into a powerful central story, a comprehensive marketing plan, and a branding system that worked across a wide range of ongoing programming. So that’s where we went to work.
The ways North Carolina’s trails connect people and create community are essential to life in the state. That was our rally cry. Around it, we built a story that not only energized existing advocates, but invited all to get out and explore their home state. We cut deep into the local identity and the power of trails, highlighting our unique relationship with these places and their shared history of finding solace in trails.
Together we helped launch and execute the Year of the Trail campaign across North Carolina and developed a new Great Trails State brand to provide a hub for all of the ongoing programming to come. Using the state’s iconic shape and a figurative trail line, we landed on a symbol that can come to life in constantly adapting formats applied by a wide range of trail programs and partners.
We then created branding extensions and applications for Great Trails State Day, the inaugural Great Trails State Conference, the Great Trails State Coalition, merchandise and more.
The Year of the Trail campaign initiated a groundswell of support from all corners of the state. With frequent trail activations, celebrations, and a social presence to inspire trail exploration and education, the campaign’s following grew, trail usage increased, and the coalition continued to receive funding—enough to fuel much more than a year-long campaign.
Just as importantly, it provided the momentum to launch the ongoing Great Trails State movement that allows trail advocates across North Carolina to stay engaged and support trail-building efforts while inviting residents across the state to find their own path to the outdoors.
