Launched initially during the pandemic as an experiential initiative to encourage locals to get outside within their community, the West Virginia Waterfall Trail has become one of the most recognizable gamified trails in the nation. Working in collaboration with Bandwango, a software start-up based out of Utah, we developed a digital passport that allowed users to check-in at waterfalls throughout the state and earn prizes. This program's success continues, clocking in at nearly 166K check-ins as of August 2026 with features in USA Today and Travel + Leisure.
Serving as the face of the campaign’s visual identity, we designed the Waterfall Trail logo to maintain its impact in every medium, from digital advertising to embroidered baseball caps. The logo paired with meticulously tested and selected brand imagery helped us tell the story of grand, flowing cascades tucked into lush treelines.
As a gamified initiative, a large catalogue of collateral was necessary for the Waterfall Trail. Prizes, including stickers, water bottles, shirts and a limited edition letterpress print, were sent to users as they made progress on the trail. Each of these prizes has been highly sought after; the t-shirts have become one of the most common products of ours that I see ‘in the wild’ within the state and beyond. Delivered with a custom rack card, these prizes serve as a key element in the success of this program.
Reaching beyond the world of marketing materials, we took the Waterfall Trail to the next level by creating an in-person presence at each waterfall location. The tail signage we designed and installed encourages hikers to sign up for the campaign and has become a popular photo-op along the trail.
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