Congress officially designated the 3,000 miles of Washington’s saltwater coastline from Grays Harbor through Puget Sound and north to the Canadian border the Maritime Washington National Heritage Area. Washington Trust for Historic Preservation brought maritime and heritage partners together to decide a vision and plan for what the new organization would become and achieve. But they didn’t want to wait until the work was done to create the brand.
JayRay led the branding work as the management plan took shape. Together, we consulted with governments including Tribes, counties, cities and ports; historic and cultural museums, education centers, heritage structures and working waterfronts; and thousands of people who live and work within a half mile of the shore. Through formal research and casual conversation, JayRay identified brand themes: a landscape of contrasts—restless and rugged, meditative and calm; rich heritage of many cultures and stories; connections across time and miles.
The unveiling of the brand logo, tagline and materials drew an enthusiastic response from those with the biggest stake―the multitude of volunteers who contributed to the management plan. With the help of JayRay’s brand guide and four-year marketing and communication strategy, Maritime Washington is poised for launch.