Calling Adventures to Find Your Appalachia

We began by defining a set of traveler archetypes, from thrill-seekers to history buffs to nature-loving families. These profiles helped shape the site’s content structure and user journey, making it easy for users to discover experiences that match their interests. Visitors could either explore the region based on their self-identified adventure type or take a custom-built quiz to discover it. This added a layer of personalization and surprise to the experience, encouraging exploration.

To bring the brand to life, we created a rich visual identity that celebrated the spirit of the region—rugged, authentic, and welcoming. We collaborated with local letterpress artist Brad Vetter to design the logo and custom typography, adding texture and handcrafted warmth to the digital experience. Each archetype received its own illustrated badge, creating a playful system of icons that guided users and reinforced the brand’s narrative. Our team also produced a beautiful video we shot in Appalachia to bring movement and emotion to the homepage.

Because the project was led by a coalition of county tourism boards, the process required buy-in from a range of stakeholders. We leaned into collaboration, using Figma wireframes and prototypes to align early and often. From archetypes to architecture to copywriting, every decision was made with authenticity and long-term impact in mind.

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The result was a site the clients were proud to launch. It’s a vibrant, engaging, and easy-to-navigate platform to introduce a wide audience to the Appalachian Triangle. Combined with the surrounding ad campaign, the launch helped generate new visibility and an uptick in tourism, creating a powerful feedback loop for future growth.