Executive Summary
The New River Gorge Towns (NRG) brand is a collaborative effort to unite the region’s small towns under a single, cohesive identity – one that reflects the dynamic interplay between wild landscapes, resilient communities, and boundless possibilities. At the center of it all is the New River Gorge National Park and Preserve, but the true heartbeat of the region is found in the towns that surround it.
NRG Towns captures the culture, character, and momentum of this place: a network of Appalachian communities steeped in heritage and powered by creativity. This brand strategy lays the foundation for visual consistency, regional collaboration, and storytelling that invites visitors, residents, and returners to discover what life is like when adventure is right outside your front door.
POSITIONING STATEMENT
NRG Towns is the collective voice of the communities shaped by the New River Gorge –places where history runs deep, trails start just down the block, and curiosity is always rewarded. It offers a deeper way to explore the region –beyond the overlooks and into the lives, stories, and rhythms of the towns that surround the park. For travelers, adventurers, and residents, NRG Towns provides local insight, smalltown connection, and authentic Appalachian character. It’s not just a gateway, it’s a network of communities defining what life in the Gorge truly looks like.
Brand Identity
ORGANIZATION NAME
New River Gorge Towns
BRAND NAME
NRG Towns TAGLINE
Feel the NRG
URL
NRGTowns.com
SOCIAL MEDIA HANDLES
@nrgtowns
HASHTAGS
#NRGTowns
#NRG
#exploreNRG
BRAND APPROACH
NRG Towns
This community-led branding initiative celebrates the vibrant network of towns throughout the New River Gorge region. Built by the people who live here, the brand captures the energy, character, and momentum of these small-but-mighty communities. It’s a flexible identity that supports tourism, encourages collaboration, and strengthens regional pride – amplifying what makes each place distinct, while uniting them under a shared story of connection, adventure, and renewal.
Brand Goals
GOAL 1
Establish a unified and flexible brand that reflects the identity of the New River Gorge communities and resonates with both residents and visitors.
GOAL 2
Develop conceptual wayfinding and signage that meets WVDOH guidelines while elevating the visitor experience.
GOAL 3
Develop an implementation plan that helps communities adopt and activate the brand through regional collaboration, clear guidelines, and shared momentum.
PLACE BRAND SUMMARY
The New River Gorge region has been shaped by time, water, and work. Carved from the core of the Appalachian Mountains, the Gorge has long defined the geography – and the grit – of the communities that surround it. Though once primarily known for coal, the region is evolving into something broader and more balanced: a place where outdoor adventure, small-town living, and true Appalachian creativity are coming together in powerful new ways.
At the heart of it all is the New River Gorge National Park and Preserve – over 70,000 acres of protected land shaped by one of the oldest rivers in the world. The New River cuts a rugged path through the Appalachian Mountains, carving cliffs, hollows, and history into the land. But the park’s impact extends far beyond its boundaries. It represents a generational shift – from extraction to exploration, from isolation to interconnection. The Gorge is no longer just a landscape – its a shared identity and source of pride for the people who build their lives in its shadow, shape its future, and call it home.
NRG Towns represents the collective identity of these communities – distinct, yet connected, rural, yet far from sleepy, steeped in history, yet constantly evolving. This is not a prepackaged version of Appalachia. It’s a living, layered place where the trailhead might begin just steps from the local cafe, and where every conversation could lead to your next favorite swimming hole, story, or slice of pie.
At its core, the brand honors the confluence of culture, nature, and community that makes this region feel both rooted and alive. The towns here don’t just exist in the shadow of the park – they shape its story.
BRAND NAME JUSTIFICATION
NRG Towns offers a modern, energetic identity that captures the collective spirit of the New River Gorge region. NRG serves as a bold, memorable acronym for New River Gorge – while also evoking “energy,” a nod to the region’s vibrancy, community momentum, and outdoor lifestyle.
The use of “Towns” grounds the brand in place, emphasizing the distinct yet interconnected communities that surround the park. NRG Towns keeps the focus where it belongs: on the people and places shaping the region’s future. It supports state-wide cohesion in community development, echoing other successful branding initiatives in West Virginia (Mon Forest Towns, Elk River Towns), while also celebrating local identity and individuality.
This is a brand designed to grow alongside the region. It’s flexible enough to support tourism, economic development, and storytelling –from weekend getaways to lifetime roots. NRG Towns is a proving ground where relationships, adventure, and opportunity come together to shape something lasting. It invites curiosity and empowers communities to define their own narrative – chapter after chapter – within a living cathedral carved by stone and water.
PRIMARY BRAND ATTRIBUTES
Surprising
NRG Towns deliver more than you expect. Around every bend is something new – an unexpected vista, a hidden gem of a cafe, or a story that makes you see the place differently. Even lifelong residents find themselves delightfully off-guard.
Playful
The NRG feels like the backyard you dreamed of as a kid – where curiosity leads the way and adventure is never far off. Whether you’re splashing in the river, shredding singletrack, or chasing the sunset, this region encourages wideeyed wonder and spontaneous joy.
Timeless
The New River has shaped this region for millions of years, and its enduring presence grounds everything around it. NRG Towns carry that same timeless quality, rooted in tradition yet always flowing forward.
TAGLINE JUSTIFICATION
Feel the NRG is a bold memorable tagline that captures both the spirit of the New River Gorge region and the personality of its people. It’s a play on “energy” and the NRG acronym, making it clever, ownable, and versatile across audiences. More than just a catchy phrase, it evokes a sensory experience – inviting visitors, locals, and potential residents to feel the pulse of these communities: the rush of the river, the grit of the trail, the hum of a revitalized downtown, and the pride of place.
This tagline also reflects the emotional and physical engagement people have with the region. Whether it’s the adrenaline of a first rafting trip, the comfort of returning home, or the spark of inspiration found on a small-town Main Street, Feel the NRG is both a promise and a challenge: come experience something real.
It works across tourism, economic development, and community identity – positioning the NRG Towns as a place where energy isn’t just something you see; it’s something you live.
Multifaceted
These communities are many things at once: towns shaped by industry and reinvention, landscapes that are wild yet lived-in, and cultures that celebrate both heritage and growth. Even longtime residents are still discovering what makes this region special.
Best-in-Class
NRG Towns are home to some of the most iconic outdoor adventures in the world. From legendary whitewater to unbeatable climbing and scenic trails, this region sets the bar – then dares you to leap over it.
Welcoming
These towns may be rugged, but the people are anything but. Visitors are greeted like old friends, new residents are quickly woven in, and everyone is invited to be part of something real, grounded, and good.
Brand Foundations
MISSION VALUES
To support the communities of the New River Gorge region through storytelling, regional pride, and shared strategic efforts in destination development and community revitalization.
VISION
To see the towns of the New River Gorge flourish as connected, self-sustaining communities –welcoming to visitors, empowering to residents, and united by shared purpose.
• Belonging
Whether you’ve lived here all your life or just arrived in the area, NRG Towns foster a sense of home – welcoming, familiar, and full of possibility.
• Curiosity
We believe in looking closer. From tucked-away trails to untold stories, our towns reward exploration and invite people to keep exploring.
Wonder
We embrace the awe inspired by rivers, ridgelines, and small-town magic. That sense of “wow” fuels our pride and shapes unforgettable experiences.
• Balance
We celebrate the harmony between wild places and working towns, solitude and community, heritage and growth. It’s not either/or – it’s all of it, together.
• Confluence
More than just the meeting of rivers, confluence reflects the way people, stories, ideas, and paths come together here. It’s unity in motion – and it’s how we move forward.
Brand Positioning
BRAND PROMISE
NRG Towns offer access to some of the best outdoor recreation in the country – surrounded by small towns where real community, creative energy, and Appalachian grit come together.
UNIQUE VALUE PROPOSITION
NRG Towns connect unforgettable outdoor adventure with vibrant, welcoming communities –making it easy to visit, return, and stay awhile.
BRAND PURPOSE
To give identity and voice to the communities of the New River Gorge region, fostering regional pride, supporting economic opportunity, and helping locals and visitors alike feel rooted in place.
BRAND ESSENCE
Real Towns. Unreal Adventures.
Brand Pillars
PILLAR #1: OUTDOOR RECREATION, EVERY DAY
NRG Towns aren’t just near the action, they’re part of it. From paddling and climbing, to biking and birdwatching, outdoor access is woven into daily life. These towns are your basecamp, launch point, and landing pad.
PILLAR #2: SMALL TOWN LIVING
These aren’t sleepy passthroughs – they’re places to belong. Each NRG Town has its own character, but they all offer connection, intention, and the chance to contribute to something meaningful.
PILLAR #4: RIVERS AND STREAMS
The New, the Gauley, the Meadow – these waterways and their tributaries aren’t just scenic, they’re central. These rivers have carved landscapes, livelihoods, and identities. They’re places to play, reflect, and reconnect with nature and with each other.
PILLAR #3: APPALACHIAN CULTURE
Culture here isn’t a museum piece or a theme park. – it’s alive. It’s in the music, the food, the festivals, and the land. It’s in the pride of tradition and the energy of reinvention. The NRG region carries forward its past while creating a culture that’s rooted, relevant, and real.
PILLAR #5: HISTORY
The NRG Towns are layered with history – from indigenous roots and industrial booms to coal towns and climbing routes. But the story hasn’t ended. These places aren’t stuck in time – they’re writing the next chapter.
Brand Personality
KEY
MESSAGING & STORY THEMES
• Explore Our Downtowns
Get off the trail and onto Main Street. NRG Towns are filled with the places you remember – local shops, art, and mountain-town flavor. Music spills from open doorways and creativity shows up on everything from murals to menus.
• More Than the Bridge
The New River Gorge Bridge might be an icon, but the real stories unfold in the towns tucked just beyond the overlook. NRG Towns invite visitors to dive deeper – to discover rugged trails, rich culture, and communities full of grit, pride, and possibility. Come for the views, stay for the people who built them.
Life on the Rim
Living on the edge of the Gorge means wild beauty is part of the everyday. It’s grabbing lunch with a view, catching up on the trail, and catching a sunset after soccer practice. In NRG Towns, small-town rhythms flow alongside epic adventures.
• The Towns that Built the Gorge
Long before the park, there were coal camps, timber crews, and rail lines carving through the mountains. These towns have deep roots and stronger stories – of labor, resilience, and reinvention. NRG Towns don’t just border the Gorge; they helped shape what it is today.
• A Region Reimagined
Downtowns are coming back to life – not by accident, but through creativity, entrepreneurship, and community spirit. From coworking spaces to corner stores, NRG Towns are redefining what rural life can look like.
Belonging Lives Here
Whether you’ve lived here forever or just rolled in on the Cardinal line, you’re part of something in NRG Towns. It’s a region built on neighborly values, front porch conversations, and the idea that home is less about where you’re from – and more about where you’re welcome.
BRAND VOICE
Neighborly
NRG Towns sound like a wave from the porch or a smile shared over a cup of coffee. The voice is warm, approachable, and easygoing – always welcoming, never rehearsed. Whether telling a story or giving directions, it feels familiar, honest, and genuinely glad you stopped by.
Knowledgable
The voice speaks from experience, not ego. It carries the quiet authority of communities that know their history, their land, and their people. Whether pointing out a hidden trail or sharing local lore, NRG Towns communicate with care, clarity, and authenticity.
Adventurous
There’s energy in the voice – an itch to explore and an open invitation to join. It’s curious, bold, and spirited, encouraging others to take the scenic route, try something new, or dive a little deeper. Adventure isn’t always adrenaline – it’s discovery. And it’s everywhere.
Proud
This brand doesn’t need flash. Its pride comes from perseverance, heritage, and progress. The voice is strong, but never arrogant – rooted in place, sure of itself, and optimistic about what’s ahead. It honors the past while making space for what’s next.
West Virginia-ese
This is a voice shaped by the hills – straight talking, clever, and rich with character. It draws from the gentle cadences of Appalachian rhythm, local shorthand, and inherited storytelling traditions. It’s not put on – it’s passed down. It speaks in plain truths, with humor, grit, and soul.
The language of the hills and hollers is a rhythm, a shorthand, a living thread that ties generations together. It’s the way these communities tell stories through economy, humor, and grit. A blend of Appalachian turns of phrase, regional slang, and old-world echoes, it reflects the history, pride, and personality of a people shaped by land and labor.
EMOTIONAL APPEAL
NRG Towns evoke a deep sense of belonging and possibility. Whether you’re here for a visit or a lifetime, the rhythm of the river and the warmth of the communities that surround it make you feel at home. It’s a place where curiosity is welcome, pride runs deep, and every visit leaves a lasting connection.
Brand Messaging
TARGET AUDIENCE
• The Mild-to-Wild Adventurer
From casual hikers to Class V paddlers, NRG Towns welcome all types of outdoor explorers. These are the people already drawn to the Gorge – NRG Towns give them a reason to linger, refuel, and reconnect in the heart of the communities that surround the adventure.
• Train Travelers
Riding the Cardinal Amtrak line, this audience arrives ready to unplug and discover. With stops in Hinton, Prince, Thurmond, and Montgomery, NRG Towns offer an off-thebeaten path experience that begins the moment they step off the platform.
• Potential Residents
These are purpose-driven individuals and families seeking a slower, more intentional pace of life with access to nature, affordability, and strong community ties. They’re looking for a place that feels both grounded and full of possibility.
Brand Future
Opportunities
• Building Regional Cohesion
There’s a significant opportunity to increase collaboration among towns, tourism partners, nonprofits, and local institutions - aligning messaging, pooling resources, and amplifying shared goals. Tools like an NRG Towns Day, a regional passport, and a landing page with an interactive map can help solidify the brand across platforms and partners.
• Storytelling and Place-Based Content
Authentic storytelling remains a powerful, untapped asset. NRG Towns can lead the charge in showcasing local voices, hidden histories, and everyday life beyond the Gorge – building emotional connections through regional content marketing.
• Downtown and Economic Revitalization
Main Streets are seeing momentum. With continued focus, NRG Towns can attract small businesses, entrepreneurs, and remote workers drawn to lifestyle, affordability, and place-based identity.
Expanding the Visitor Base
The brand can broaden beyond adventure tourism to welcome cultural explorers, families, and slow travelers – anyone seeking Appalachian character and immersive, everyday experiences.
Resident Engagement & Talent Attraction
A strong brand builds local pride and attracts those looking for purpose, connection, and local beauty. NRG Towns must continue to serve both lifelong locals and the next generation residents.
• Returning West Virginians
They’re drawn back by roots, family, and the desire to raise their children where values and landscapes still matter. NRG Towns offer a sense of homecoming and a future worth coming back for.
• Community Champions
Residents, leaders, and organizations are already shaping the region’s future. They’re proud to call these towns home and eager to share that pride. NRG Towns is their rallying cry, giving language and visibility to what they’ve always known.
Recommendations
• Develop a Partner Program
Create a toolkit and onboarding strategy for businesses, towns, and organizations to adopt and implement the NRG Towns brand.
• Launch a Regional Website
A simple, compelling digital home that highlights the regions towns, maps key assets, and reinforces the brand’s visual identity.
Activate Downtowns
Collaborate with local leaders on pop-up events, business recruitment, and creative placemaking that aligns with the brand.
• Invest in Storytelling
Build a content strategy featuring local people, places, and experiences – across social, web, and earned media.
Promote Signature Initiatives
Programs like New River Gorge Towns Day and a regional passport can spark buy-in, drive visitation, and deepen brand recognition.
Brand Implementation Plan
PURPOSE
To activate, expand, and sustain the New River Gorge Towns brand - building regional pride, elevating visibility, and empowering communities to lead with a shared identity rooted in energy, authenticity, and place. While the following plan provides timeline suggestions, actual implementation will be shaped by available funding, community readiness, and partner participation.
YEAR ONE: BRAND OWNERSHIP AND READINESS
Goal: Lay the foundation for a strong, unified, and community-led rollout.
KEY ACTIONS
Establish the NRG Towns Steering Committee
Formalize a representative leadership group to guide the brand’s rollout.
Draft and adopt bylaws ensuring equitable representation and shared responsibility among all participating towns.
Develop and Distribute Custom Brand Assets
Identify, finalize, and export logo files for each town in multiple formats and colorways.
Upload all assets to a shared Google Drive.
Create and Distribute a Brand Partner Toolkit
• Include Brand Guidelines, social media assets, templated press releases, signage options, and FAQs.
Offer co-branding guidance for town governments, nonprofits, and businesses.
Note: The pace of progress during this phase will be particularly dependent on funding availability, leadership capacity, and how quickly communities choose to participate.
Host Brand Onboarding Sessions
Conduct regional and town-specific workshops for leaders, stakeholders, and business owners.
Train partners in brand voice, visuals, storytelling, and adoption pathways.
Launch www.nrgtowns.com
Publish a starter site with interactive town map, FAQs, brand background, and contact information.
Include a partner login to access brand assets and promotional materials.
Expanded site could include downloadable passports, event calendars, and storytelling portals.
Begin Internal Engagement and Pilot Activations
Encourage towns to use the brand in low-risk ways (social media, slide decks, stickers).
• Offer design support and share best practices.
YEAR TWO: COMMUNITY ACTIVATION AND REGIONAL MOMENTUM
Goal: Engage residents, celebrate local identity, and build regional momentum.
KEY ACTIONS
Host a “NRG Towns Day”
Plan a coordinated regional celebration: signage unveilings, pop-up markets, music, storytelling booths, and merchandise.
• Use this event as a launchpad for brand visibility and community buy-in.
Introduce the NRG Towns Passport Program
• Encourage exploration across towns with a stamped passport and branded incentives.
Partner with businesses, parks, and community events to drive participation.
YEAR THREE: GROWTH AND SUSTAINABILITY
Launch a Story-First Marketing Campaign
Roll out place-based stories using themes from the Brand Strategy:
• The Towns that Built the Gorge Life on the Rim
Use blog posts, video features, and social media spotlights on locals, returners, and new residents.
Activate Kiosks and Town-Level Assets
Deploy branded kiosks and other wayfinding signs in key public places.
Encourage each town to host local activations like “We Are NRG” events, art contests, or mural dedications.
Goal: Deepen the brand’s impact, expand reach, and ensure long-term relevance.
KEY ACTIONS
Support Economic Development and Talent Attraction
• Create digital relocation and promotional tools aimed at remote workers, returners, and purpose-driven families.
Develop “Why Move to an NRG Town” landing page and digital ads.
Forge Strategic Partnerships
Strengthen ties with Visit Southern WV, NRGCVB, NRGRDA, USDA Rural Partners Network, outdoor outfitters, and regional arts & culture initiatives.
Pursue shared grants, co-marketing, and regional initiatives.
Establish Subcommittees
Develop focused working groups (Marketing, Funding, Storytelling) under the Steering Committee.
Reference successful models like Mon Forest Towns.
Evaluate Impact
Conduct annual surveys and focus groups with residents, visitors, and partners.
Track metrics: website traffic, seasonal campaigns, merch sales, regional maker collaborations, and storytelling contests.
Sustain Brand Energy
Keep content fresh with seasonal campaigns, limitededition merch, regional maker collaborations, and storytelling contests.
Use “Feel the NRG” and “Experience the NRG” interchangeably as campaign anchors.
IMPLEMENTATION NOTES
• This plan is designed to grow with the region. Towns may enter or engage at different stages depending on readiness.
• Participation is voluntary and flexible. The Steering Committee will work with each community to determine the best path forward.
• Funding will shape the speed and scope of the activities. External grants, partner support, and in-kind contributions will be essential.
• Brand success will be measured not only by visibility, but by community pride, story ownership, and shared growth.
RECOMMENDED BRAND ASSET DEVELOPMENT
Provide free, easy-to-use tools to NRG Towns partners, stakeholders, and community members to ensure an easy pathway to using and adopting the brand.
Social Media Templates
Downloadable Logos & Brand Guidelines
• Event-In-A-Box Guides (for Pop-Ups, NRG Towns Day, etc.) Brand Usage Tips (Signage, Merch, or Websites) “How to Tell Your NRG Story” Worksheets
WAYS TO ENCOURAGE PARTNER INVOLVEMENT
Give individuals and organizations clear entry points to engage with the brand at any level. Categories May Include:
• For Town Leaders: Brand training, signage coordination, committee participation
• For Small Businesses: Window decals, passport stops, story spotlights
• For Residents: Local ambassador program, storytelling contributions, event volunteering
• For Artists & Creatives: Design collaborations, mural projects, maker pop-ups
SUPPORTING EVERY TOWN, EVERY STEP OF THE WAY
The NRG Towns brand is built for the whole region – from small, tight-knit communities to larger, more resourced hubs. No matter the size, capacity, or starting point, there’s a place for every town in this story. Participation should feel possible – and meaningful – for everyone.
What That Looks Like:
• Scalable Tools: Everything from social media templates to signage suggestions will be designed with cost in mind. Towns can participate without a full-time staff or large marketing budget to participate.
• Technical Support: Towns with limited capacity should be able to rely on NRG Towns partners and Steering Committee members for guidance getting started.
• Multiple Paths In: Whether each town wants to lead with a mural, host a hike, or simply swap out the website banner, it all counts. The NRG Towns initiative will meet you where you are.
• Broad Storytelling: Make sure the brand reflects the full range of people and experiences that make up this region – honoring long-time locals, newer neighbors, family legacies, and fresh starts.
• Offline Options: While digital tools will form the backbone of this effort, print materials and non-digital engagement strategies should also be considered for towns or residents with limited connectivity.
Looking Ahead
The NRG Towns brand is more than a logo or tagline –it’s a shared promise to show up for our communities, celebrate what makes each place unique, and move forward together with pride and purpose.
This Implementation Plan is a roadmap, not a rulebook. Towns, businesses, organizations, and other stakeholders will engage at their own pace, based on interest, capacity, and opportunity. What matters most is that we’re building something shared – a network of stories, partnerships, and places that reflect the energy of this region and the people who shape it.
Whether you’re leading a town council, running a small business, welcoming visitors, or just proud to call this place home, you’re part of the NRG Towns story. And we can’t wait to see it brought to life.
Let’s Go. Let’s Feel the NRG.