Case Studies.

Situated in Bluefield, West Virginia, the picturesque landscape and rolling hilltops painted the backdrop for a visionary endeavor: leveraging natural assets to entice outdoor enthusiasts. Positioned as the first exit off a major interstate highway, Bluefield aimed to evolve from a mere gateway to an active participant in West Virginia’s outdoor economy. To bring this vision to life, a regional master plan became paramount, shaping the community’s narrative.

In this pursuit, the baton was handed to Civil Engineering Consultants, Inc. (CEC), chosen to assess regional assets and craft a multi-faceted master plan for Bluefield. Focusing on a comprehensive vision, CEC recognized the profound impact on the region’s brand and marketing. To infuse life into this vision and bridge the gap between aspiration and execution, TrailBlaze was invited to orchestrate a community-driven branding strategy, development, and recommendations for resort aesthetics. This strategic alignment would not only attract visitors but also forge a deeper affinity among Bluefield’s stakeholders.

Adopting a human-centered design ethos, TrailBlaze initiated a series of interactive dialogues, engaging stakeholders to capture sentiments and articulate the region’s essence. By identifying potential regional assets and target demographics, a roadmap began to emerge. These discussions informed the narrative, culminating in a cohesive branding direction — an identity christened “The Tracks.” This name epitomized the region’s essence, unifying its abundant railroad tracks with the metaphorical paths of outdoor adventures.

The visual identity, a symphony of earthy tones and natural textures, mirrored West Virginia’s scenic expanse. Large windows, multi-tiered structures, and stamped concrete adorned with animal tracks conjured a sense of immersion in nature. This cohesive visual identity didn’t merely grace buildings; it nurtured a soothing atmosphere for tourists, in perfect harmony with the surroundings.

Bluefield’s transformation extended beyond aesthetics. It was about purposeful placemaking, with the identity fostering a sense of belonging and pride among residents and visitors. The narrative extended to tangible materials — from brochures to digital interfaces — resonating with the spirit of adventure, beckoning explorers to traverse its tracks.

The resonance reverberated, spurring increased traffic and engagement on the website and sparking conversations about Bluefield’s revitalized identity. Beyond aesthetics, it solidified Bluefield as a destination, a promise fulfilled, a journey begun. The Tracks became more than just an identity; it symbolized Bluefield’s trajectory from an exit sign to a testament of transformation, a landscape forever intertwined with exploration and possibility.