Case Study: Loudoun County builds a more connected parks and trails brand with Eastern Standard

Loudoun County builds an inclusive 430-mile trails system with Eastern Standard

Loudoun County, a community in the DC metro area, undertook an ambitious project to develop a countywide linear parks and trails system. They faced the challenge of creating a name and brand identity that would be broadly appealing and encompass the diverse offerings and stakeholders of the region. They partnered with the vendor Eastern Standard for a comprehensive naming, visual identity, and branding initiative.

Eastern Standard conducted extensive audience research through surveys and workshops to inform their strategy. They developed the winning name "Loudoun’s Trails & Waterways" and a full visual identity including a logo, signage system, and brand guidelines. The solution successfully created a cohesive and welcoming brand to spur community adoption and engagement for the extensive park system, which will serve over 446,000 residents upon completion.

Loudoun County