White River
Branding a waterway worth caring about.
THE STORY
Brimming with wildlife and offering endless opportunities for recreation and relaxation,
White River is Muncie & Delaware County’s playground and lifeline. It’s clean, thriving, and waiting to be enjoyed. From paddlers at dawn to kids skipping rocks at sunset, the river fuels the community’s pride and play.
In 2025, Delaware County Soil & Water Conservation District partnered with us at Intersection, supported by Ball Brothers Foundation, Destination: Muncie, and other community collaborators to drive awareness and civic pride for the White River.
“This campaign is about more than branding, it’s about belonging.”
—Joe Hamilton, Vice President, Delaware County SWCD
THE OPPORTUNITY
The White River itself, the undisputed hero of this story, has always been an essential natural asset deserving of greater recognition as a recreation destination in the community and region.
Delaware County Soil & Water Conservation District wanted to make the White River visible, lovable, and shareable, with a primary goal of driving awareness and community pride. This campaign is designed to build a unified voice, website, and visual assets to link conservation with leisure.
We eagerly took on the project to ignite fresh awareness and kindle hometown pride so residents and visitors would see the river not just as a corridor of water but as a living destination and pride point.
THE PLAYBOOK
Discovery & Stakeholder Listening
Our team began by walking the river, literally, and listening to community members, educators, city staff, and nonprofit partners. What emerged was a desire for something warm, playful, and unifying.
Messaging
Brand Messaging:
Fun. Fresh. Alive.
Simple, memorable, and true language that captures both the beauty and responsibility of stewardship while encouraging recreation. It focuses on a range of activities, It’s emotional, grounded, and scalable, and it works for purposes ranging from educational signage to t-shirts.
Verbal Identity Pillars:
A brand that speaks local
We crafted a verbal identity that is welcoming, vibrant, and endlessly adventurous, just like the river, using key characteristics that resonate with White River stakeholders
Visual Identity
The logomark is fluid and joyful, just like the river itself, bursting with momentum and excitement. The splash motion conveys energy and life, both in the restoration of the waterway and the endless opportunities for activity along the river.
Colors in the White River palette are heavily inspired by the natural river environment in shades of blue and green.
Typography appears bold and flowing like the river. Rounded, organic lettering is hand-drawn. for a fun and fresh feel, making it flexible enough for banners, billboards, smartphone screens, stickers, and more
THE ACTION
The White River brand was brought to life across digital, physical, and human touchpoints:
Website
WhiteRiverECI.com pairs vibrant photography with an interactive map, letting visitors trace bike paths, find launch points, and plan a river day in seconds.
Strategic Digital Advertising
Individual and five‑frame carousel ads on Facebook to invite residents to paddle, fish, bike, splash, and dine. Each ad steers them closer to the waterway and its amenities.
Merchandise
T‑shirts, hats, drawstring bags, stickers, and more are available at two prime local retailers, building pride of place among locals and visitors alike.
Billboards & Street Banners
Located stragically at the Kitselman Trailhead, a 48-foot billboard greets drivers with the river’s new identity. Additionally, thirty‑two street banners turn everyday commutes into gentle reminders that the river is, indeed, fun, fresh, and alive.
THE IMPACT
Within months after launch, the river is speaking louder.
“Hearing local residents' positive comments about appearances of the new brand has been rewarding for everyone involved in this brand development.”
—Joe Hamilton, vice president of Delaware County Soil & Water Conservation District
Looking Ahead
Delaware County Soil Water Conservation District and our team are already charting the White River’s next turn. Phase Two includes installing mile‑marker signage along the water and staging seasonal activations so that every paddle stroke, bike ride, or riverside walk reinforces a single idea: the White River is a treasure worth celebrating.