Adventure Takes a New Turn in Southeast OhioSeptember 7, 2020
Origo recently had the pleasure of partnering with a Community Collaborative in Athens County that included the Athens County Foundation and Wayne National Forest, among others, to create a new brand identity and generate excitement for the Baileys Trail System in Southeast Ohio. Along with the new brand identity and logo, Origo developed a website and marketing collateral system to help position the Baileys Trail System as the premier destination for those seeking adventure.
To successfully launch this regional attraction, we created a full brand strategy and new visual approach that effectively communicated how this trail system will enhance the quality of life for bikers, trail users, and surrounding communities, like Athens, Chauncey, and Nelsonville. Through a collaborative effort with key stakeholders and leaders of the community, the team at Origo considered several characteristics of the attraction, including its roots in Southeast Ohio, the inclusiveness of the trail system, and the positive impact it would bring to the community.
A Crafted Identity
Origo worked with the Baileys team to build a brand identity that would last well after the development of the project was finished. The final logomark is symbolic of the oak tree leaf native to the area, as well as tire tread from the mountain bikes riding through the twists and turns of the forest. Bold colors and energetic typography bring the same look and feel as the races that will be held in the area for years to come.
Dynamic Web and Content Strategy
Along with a new look, we also developed a suite of materials that would spread awareness of the Baileys to outdoor enthusiasts and stakeholders from across the country. With the trail system still being developed, it was crucial to call out brand partnerships and community organizations that continually move the project forward, as well as the world-class trails and significant impact it will bring to the surrounding area. These tactics included:
- An introductory brochure
- A full website with interactive trail maps
- A branded PowerPoint presentation
- A collection of engaging print ads and posters
- A press release detailing the launch of the Baileys
Social Media Strategy and a Race to the Finish
The new Baileys Trail System brand recently launched with a fully functioning web presence and accessible marketing assets. Origo also created a set of social media posts and branded graphics to help introduce it to followers on multiple social channels. With the system being a developing attraction, social media allows for real-time updates about the trails and user-generated content that get people talking. We are proud to have partnered with the Baileys to make this fast and furious dream come to life for Southeast Ohio.