Upper Kanawha Valley, WV Brand Strategy
Executive Summary
Explore UKV establishes West Virginia’s Upper Kanawha Valley (UKV) as a space of cooperation and collaboration, championed by the UKV Strategic Initiative Council (UKV SIC).
This partnership between Montgomery, WV and Smithers, WV has defied the odds. The cities shed a competitive past and are making a national name for themselves as true partners and sister cities, separated only by the emerald band of the Kanawha River. Explore UKV is the public face of the UKV SIC, providing a platform for storytelling and marketing surrounding the success of the partnership and the undeniable beauty of the UKV.
GOALS
1. Establish a compelling brand identity for the Upper Kanawha Valley Strategic Initiatives Council (UKV SIC) that resonates with communities throughout the region and encourages broader participation in the UKV SIC program.
2. Create recognizable, consistent branding that builds awareness of the region’s progress and supports grant acquisition and funding efforts.
3. Lay the foundation for a dynamic brand that can evolve to promote the Upper Kanawha Valley as a premiere destination to live, work, and play.
POSITIONING STATEMENT
Explore UKV is the story the Upper Kanawha Valley has been too busy building to tell – until now. This regional brand encourages communities across the valley to engage with the UKV Strategic Initiatives Council, shares regional progress with peers in community development, and invites visitors to experience the beauty and potential of the Kanawha River.
PLACE BRAND SUMMARY
An overview of the brand’s identity, positioning, and key attributes, often used for place branding to promote a city, region, or destination.
Located in the heart of West Virginia’s Upper Kanawha Valley, the sister cities of Smithers and Montgomery are separated by a river – but connected by so much more. Scenic beauty surrounds the cities and the spirit of collaboration echoes throughout the valley. No matter which direction you cross the bridge, you know you’re home.
“There’s a place in the valley, down that old Midland Trail. Black gold in the mountains, and hickory on the hill. At the Devil’s Tea Table you can climb to the top and you can see the emerald waters of the old Kanawha.” - Old Kanawha, Philip Bowen
Explore UKV gives voice to years of collaborative work building vibrant, resilient communities. This brand unites two historic towns and the river that connects them as one single, ongoing story – where progress and pride flow together.
Brand Goals
GOAL 1
Establish a compelling brand identity for the Upper Kanawha Valley Strategic Initiative Council (UKV SIC) that resonates with communities throughout the region and encourages broader participation in the UKV SIC program.
GOAL 2
Create recognizable, consistent branding that builds awareness of the region’s progress and supports grant acquisition and funding efforts.
GOAL 3
Lay the foundation for a dynamic brand that can evolve to promote the Upper Kanawha Valley as a premiere destination to live, work, and play.
Brand Identity
ORGANIZATION NAME
Upper Kanawha Valley Strategic Initiative Council BRAND NAME
Explore UKV TAGLINE
Two Towns, One River, One Community
URL
www.exploreUKV.com
SOCIAL MEDIA HANDLES
@exploreUKV HASHTAGS
#exploreUKV
#rivercities
#nrgtowns
BRAND
APPROACH: ELEVATING KANAWHA
This brand centers on the spirit of collaboration between the sister cities of Smithers and Montgomery, West Virginia as they navigate change and chart a resilient path forward. Through the Explore UKV brand, the UKV Strategic Initiative Council gains a platform to share the region’s story – highlighting progress, attracting peer recognition, and supporting efforts to secure federal and state funding. Explore UKV is a flexible, forward-thinking brand that can also support tourism and economic development across the Upper Kanawha Valley.
PRIMARY BRAND ATTRIBUTES
Adventurous
Explore UKV embraces the spirit of exploration – on the trail, on the river, and in the bold work of community revitalization. These are stories of resilience, risk, and reward, inviting both residents and visitors to write their own adventures in the Upper Kanawha Valley.
Welcoming
Whether you’re stepping into the Smithers Gateway Center, dining in downtown Montgomery, or launching a kayak on the Kanawha, the UKV greets you with warmth and hospitality. This is a place where neighbors care for one another – and that sense of belonging extends to all.
Proud
Rooted in heritage and focused on the future, the people of the UKV take pride in their communities. From industrial history to ongoing renewal, there’s a deep appreciation for where they’ve been, and a clear confidence in where they’re going.
Optimistic
Resilience in the UKV is fueled by optimism. Despite challenges, Montgomery and Smithers continue to move forward with the unwavering belief that a stronger, brighter future is within reach –and is worth working for.
Focused
With many initiatives underway, the UKV SIC and its communities remain sharply focused on progress. This determination - shared by residents and leaders alike - drives steady, intentional action towards achieving long-term goals.
Brand Pillars
PILLAR #1: COMMUNITY COLLABORATION
The story of Smithers and Montgomery is, above all, a story of partnership. Explore UKV is built on the strength of two communities choosing to work together - sharing resources, aligning goals, and building a better future, side-by-side.
Recreation Asset Development
Strategic investments in outdoor spaces like Mammoth Preserve, Longacre, and the former Montgomery pool are helping to transform the UKV into a destination where people want to live, work, and play, supported by the area’s natural beauty and outdoor potential.
The BridgeBridge
The bridge between Smithers and Montgomery is more than infrastructure, it’s a symbol of connection, resilience, and shared identity. As the only crossing for miles, it anchors the region both physically and metaphorically.
PILLAR #2: NATURAL BEAUTY
The UKV is surrounded by the scenic majesty of West Virginia – mountain ridges, river bends, and wooded hillsides create breathtaking views from every corner. Whether from a hiking trail or a front porch, the landscape defines life here.
PILLAR #5: HISTORIC DOWNTOWNS
The downtown corridors of Smithers and Montgomery hold tremendous potential. As historic buildings are restored and new public spaces take shape, these central areas are being imagined for a vibrant future.
• Core Businesses
Longstanding local businesses serve as anchors for economic life in the UKV, creating stability and offering opportunity for new ventures to grow in their wake.
• Educational Institutions
Education remains a key asset, with institutions like Bridge Valley Community and Technical College and the WVU Challenge Academy offering learning, training, and second chances for both adults and youth in the region.
PILLAR #3: THE KANAWHA RIVER
The Kanawha River is the lifeblood of the valley. It divides and unites, shapes the land and the lifestyle, and serves as a powerful symbol of renewal and continuity across generations.
• Life on the Water
From quiet mornings by the river to evenings watching lightning bugs from the back porch, life on the Kanawha is rich with simple pleasures. The riverfront offers a daily reminder of the good life in the UKV.
• River Recreation
The Kanawha offers abundant opportunities for outdoor adventure - from fishing and boating to kayaking and floating. With access points like the Montgomery Boat Ramp and the Downtown Fishing Pier, the river is always within reach.
PILLAR #4: INDUSTRY
Industry remains a vital part of the UKV’s identity. From coal and salt to the active Alloy plant, the valley’s economic history is written on the water –and in the hands of the people that power it.
PILLAR #6: RAILROAD LEGACY AND AMTRAK ACCESS
The tracks that line the river echo the UKV’s industrial past – and its future potential. With active Amtrak service via the Cardinal line, Montgomery is connected to a national network that can support tourism, accessibility, and economic growth.
Brand Foundations
MISSION
Explore UKV shares the stories and successes of Smithers and Montgomery, advancing economic development, tourism, community pride, and regional collaboration throughout the Upper Kanawha Valley.
Brand Positioning
BRAND PROMISE
Explore UKV offers the best of small-town living in a resilient and growing community – where visitors, new residents, and locals can find belonging, opportunity, and a shared sense of purpose in the scenic Upper Kanawha Valley.
UNIQUE VALUE PROPOSITION
Explore UKV represents close-knit, hardworking communities in the heart of West Virginia –affordable, authentic, and full of potential. It’s proof of what’s possible when small towns work together to shape a brighter future.
VISION
Explore UKV envisions a thriving Upper Kanawha Valley defined by vibrant downtowns, a strong sense of community, and the natural beauty of small town life in West Virginia – welcoming to residents, visitors, and new opportunities alike.
BRAND PURPOSE
Explore UKV unites two cities and one river under a shared identity that builds trust, drives economic progress, celebrates community pride, and gives voice to the Upper Kanawha Valley’s evolving story.
BRAND ESSENCE
No matter which way you cross the bridge, you know you’re home.
Brand Personality
BRAND VOICE EMOTIONAL APPEAL
A Trusted Authority
Explore UKV speaks with the calm confidence of someone who knows the region deeply. It should embody the spirit of SP Campbell, a respected Smithers resident.
“Miners in those early years worked from daylight to dusk; therefore, were not able to go to the bank which was located in Montgomery. Because of these working conditions many of the miners brought their pay envelopes to Mr. Campbell and had him make the deposit at the bank for them.”
This spirit of trust and humility should lead the brand. It doesn’t overpromise or oversell. Instead, it offers transparent, honest communication and real results. It’s the voice of a neighbor who shows up and follows through.
Warm and Welcoming
Explore UKV sounds like a hearty front-porch welcome and feels like a sturdy handshake. It invites people in –residents, visitors, and partners alike – with approachable, plainspoken language and a friendly tone. No jargon, just pride in this place, these people, and the unending possibilities of the UKV.
Resilient and Independent
This is a region that gets things done. The brand reflects that self-reliant spirit – grounded in hard work, local knowhow, and a refusal to wait for someone else to solve its problems. Explore UKV speaks from the perspective of people who build their own futures, one project at a time.
Approachable
Whether speaking to grantmakers, residents, or curious travelers, the brand balances credibility with warmth. It shares knowledge without ego, stories without spin, and vision without pretense.
Explore UKV evokes a sense of belonging, hope, and quiet pride. It doesn’t shout to be heard – it feels familiar and grounded, like a place you’ve known all your life or…at least you wish you had. Whether you’re returning home, discovering the UKV for the first time, or choosing to invest in its future, the brand invites you to feel welcomed, inspired, and part of something real and lasting.
BRAND VALUES
Trust:
Trust is the foundation of progress in the UKV. Residents believe in their leaders and leaders are committed to serving the people. While the path isn’t easy, there’s shared confidence that everyone is working together towards a stronger shared future.
Collaboration:
Smithers and Montgomery have set aside past divisions to move forward as one. The communities understand that progress comes faster – and lasts longer – when it’s built through shared effort and mutual respect.
Self-Reliance:
The UKV isn’t waiting for change to come from elsewhere. These communities are rolling up their sleeves, solving problems locally, and shaping their own future with determination and grit.
Optimism:
Hope drives action. Explore UKV is rooted in the belief that a better future is possible – and within reach. Rather than clinging to the past, the region looks forward with energy, purpose, and a can-do-spirit.
Brand Messaging
TARGET AUDIENCE - CURRENT
• Funders and Policymakers
Explore UKV tells a powerful story of community resilience, collaboration, and measurable progress. The brand keeps the Upper Kanawha Valley visible to grantmakers and elected officials alike, positioning the region for inclusion in state and federal programs like DOT’s Thriving Communities, and other catalytic initiatives.
Community Development Peers and Regional Audiences
Explore UKV serves as both a case study and a collaborator – demonstrating what’s possible when small towns work together. By sharing its story, the brand fosters partnerships with other communities across West Virginia and Appalachia, building regional solidarity and positioning the UKV as a growing hub for innovation, recreation, and shared progress.
• Charleston, WV Residents
Located just upriver, Charleston is a key audience for staycations, day trips, and weekend recreation. Explore UKV can position the region as Charleston’s backyard escape – offering waterfront access, outdoor activities, and small-town charm just minutes away.
Amtrak Riders
With a stop in Montgomery along the Cardinal line, the UKV has untapped potential as a destination for rail travelers. As the New River Gorge region grows, Explore UKV can reintroduce this accessible rail option and promote the area as a hidden gem along the route.
• Nearby Communities
Explore UKV engages other cities and towns in West Virginia, fostering a sense of regional solidarity while positioning UKV as a growing hub for innovation, recreation, and connection.
River and Road Explorers
From floating the Kanawha to cruising the Midland Trail, Explore UKV targets those seeking beauty and recreation along the way. By highlighting the region’s river access, scenic views, and small-town charm, the brand draws in adventurers, families, and pass-through travelers alike.
• Outdoor Recreation Enthusiasts
As new trails, preserves, and public spaces come online, the UKV is poised to become a hub for hiking, paddling, fishing, and camping. Explore UKV can speak to adventurers seeking an affordable, authentic outdoor experience in the hills of southern West Virginia.
New River Gorge Visitors
Explore UKV can align with the broader NRG destination brand, promoting the area as an extension of the adventure. By working with partner towns, the brand can help distribute visitor traffic, encourage longer stays, and elevate the UKV as part of a region-wide experience.
STORY THEMES
Narrative elements that Explore UKV consistently communicates to connect with audiences and build pride, identity, and momentum.
• Part of History: Honoring the past while writing the next chapter.
Nostalgia connects us, but the future defines us. The UKV honors its rich history, even as it evolves into something new. These are historic times – where bold decisions, renewed collaboration, and long-term vision are shaping a future that will one day be looked back on as pivotal.
• At Home in the Hills & Hollers: Celebrating Appalachian identity and pride of place.
Explore UKV is unmistakably West Virginian, rooted in the heart of the Mountain State between the Capitol and the Gorge. This is a place of front porch values, deep traditions, and scenic landscapes that feel like home to anyone who knows the rhythm of life in the hills – Almost Heaven, East of Eden.
• Banks of the Kanawha: Embracing life on and around the river.
The Kanawha River is more than a backdrop, it’s a way of life. Its emerald waters offer recreation, inspiration, and reflection. Whether you’re fishing for bass and walleye, experiencing the whitewater of Kanawha Falls, or simply watching the current roll by, the river connects people to place – and to one another.
• Railroads & Riverboats: Preserving the past while adapting it for today.
The UKV’s identity is tied to the rails and river. Once vital arteries of commerce and connection, these historic modes of transportation still echo through the valley – linking the region to its past and offering fresh opportunities to reimagine what connection and heritage looks like today.
• Two Towns, One Community: Sharing a new story of collaboration and unity.
Smithers and Montgomery have done something rare. They’ve moved beyond rivalry and into a real and lasting partnership. Explore UKV celebrates this story of two towns working as one: turning shared challenges into shared progress, and showing what’s possible when unity becomes the foundation for growth.
KEY MESSAGING
Primary messages that convey the brand’s value proposition, benefits, and unique qualities to the target audiences in a compelling and consistent manner.
• The Power of Progress: Tell the story of who you are and what you’ve done.
“From reopening the Montgomery pool to launching the Smithers Gateway Center, the UKV is proving what small towns can accomplish when they work together.”
• A Vision Worth Investing In: Highlight your future plans to attract investment and support.
“We’re building vibrant downtowns, expanding outdoor access, and creating opportunity – Explore UKV is shaping a future you’ll want to be a part of.”
• A Place With a Story: Share the history and heritage of the region. Position your current efforts as part of that legacy.
“This valley has always been a place that values hard work and determination, Today, that same spirit is guiding a new chapter – one rooted in resilience, pride, and community.”
• The River is Ready: Promote recreational use and connection to the Kanawha River.
“Whether you’re casting a line, paddling through quiet waters, or launching from the Montgomery Boat Ramp, the Kanawha River is where adventure begins in the UKV.”
Brand Future
OPPORTUNITIES
The most significant opportunity for Explore UKV is its dynamic ability to shift from a development-focused identity to a visitorfocused tourism brand. Once certain elements are in place – such as a live website, consistent brand usage, and a steady social media presence – the UKV SIC can begin marketing the region to visitors. This evolution will be further supported by the development of tourism assets, including lodging, parks, and increased outdoor recreation opportunities.
Positioning the Upper Kanawha Valley as part of the larger New River Gorge region offers mutual benefit. In addition to tourism gains, participation opens up more avenues for shared community development, regional grant opportunities, and cross promotion.
RECOMMENDATIONS
• Establish a dedicated position (contract or part-time) for Explore UKV. This person can lead storytelling efforts, ensure consistent messaging, manage a website and social media platforms, and act as a liaison between the SIC and community stakeholders.
• Develop a simple, standalone website that clearly explains the UKV SIC’s work. Focus the site on community development – not tourism – and highlight who is involved, what has been accomplished, where the work is happening and most importantly – why it matters.
WEST VIRGINIA
