Great Miami Riverway Branding

Case Study

Brand Champions, Brand Identity, Brand Launch, Brand Strategy, Co-Branding, Parks and Trails, Strategic Partnerships

The Great Miami River corridor is 99 miles of interconnected waterways and trails that stream through 15 cities in southwest Ohio. Rich in recreational opportunities, public parks, entertainment venues and businesses, the corridor is a destination for all types of outdoor and urban enthusiasts.

Challenge

The Great Miami River corridor is a series of interconnected waterways and trails. While the corridor represents strong opportunities for growth, tourism and community-building, it is under-utilized and largely unrecognized as an accessible resource. After a yearlong study by the Army Corps of Engineers’, the recommendation was to create a well-articulated, unified brand identity to help drive economic returns that would further revitalize and grow the corridor. This effort is led by the Miami Conservancy District (MCD) with support from various stakeholders.

“We have all of these great assets here that no one really knows about. Now, we need to build a brand that presents this region as one, multi-faceted destination.”

Sarah Hippensteel Hall,Miami Conservancy District

Great Miami Riverway

Solutions

  • Guide Studio collaborated with a group of community stakeholders – including cities, organizations and businesses along the corridor – to create an honest, forward-looking positioning statement as a solid platform for selecting a name, logo and other visual components to tell the brand story.
  • A consensus-based process was led to arrive at a brand name, The Great Miami Riverway, and logo. A robust brand launch plan maps out milestones and activities that community leaders will activate.
  • Key stakeholders were engaged in Brand Champion training to generate excitement and develop a shared understanding and go-forward plan for various entities to support marketing the newly branded area.

“For a long time, we were all talking about different parts of a disjointed story. Now, we have a concise and attractive story to tell…the Great Miami Riverway is an active, fun and exciting place that has something to offer everyone…This new brand strategy allows us to promote the fact that you can come to our region and experience a variety of journeys.”

Sarah Hippensteel Hall,Miami Conservancy District

Photo Gallery

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