The Best Stories Are Told by the People Who Live Them

Maritime Washington Introduces Tribal Guide

The best storytelling doesn’t put itself at the center. It creates space for the right voices to be heard.

That’s what made the Tribal Guide to Maritime Washington such a meaningful project. Developed by the Maritime Washington National Heritage Area alongside the Squaxin Island and Suquamish Tribes, the guide creates a trusted digital home for Indigenous maritime stories, history and culture shared by the people who know them best.

For JayRay, our role was to help shape the experience, not the narrative. We partnered with Maritime Washington to design and build a digital guide and integrated campaign that supports local voices while fitting seamlessly within the Maritime Washington brand.

The Maritime Washington National Heritage Area spans the ancestral lands and waters of many federally recognized Tribal Nations. History is often told through landmarks, museums and monuments. But some of the most important stories live in the people and communities who continue to shape a place today. The Tribal Guide recognizes that Indigenous maritime heritage isn’t simply part of Washington’s past; it’s an essential part of its present and future. By creating a dedicated online space for these stories, the guide helps residents and visitors better understand the deep connections between people, culture and the sea.

This project builds on a partnership that’s been years in the making. JayRay first partnered with Maritime Washington when Congress designated Washington’s saltwater shores as a National Heritage Area, helping establish the organization’s brand. Since then, we’ve collaborated on its website, social media, traveling exhibits and other initiatives designed to connect people with Washington’s rich maritime heritage. The Tribal Guide represents the next chapter in that journey.

Throughout the project, Maritime Washington and its Tribal partners led the cultural vision and storytelling. Authentic storytelling extends beyond words. Original artwork by Tribal artist Brandy Bouré welcomes visitors into the guide, setting the tone from the very first click. The flowing imagery reinforces that this is more than an informational resource — it’s an invitation to experience Washington’s maritime heritage through Indigenous perspectives.

Perhaps the most meaningful part of the guide isn’t what visitors learn; it’s how they’re encouraged to act. Through its “Show Up in a Good Way” guidance, the guide reminds us that respectful travel begins with understanding whose lands we’re visiting and recognizing Tribal communities as living cultures, not chapters in a history book. It’s a small shift in perspective that can lead to more meaningful travel experiences for everyone.

Explore the Tribal Guide to Maritime Washington at MaritimeWA.org/Tribal-Guide.

More Tribal Nations will be added over time, allowing the guide to grow organically as new partnerships develop.