Virginia’s Blue Ridge

WAYFINDING & GATEWAY PROGRAM

Virginia’s Blue Ridge Region encompasses the counties of Botetourt, Franklin, and Roanoke, as well as the cities of Roanoke and Salem. The region is set in the heart of the Blue Ridge Mountains with the Blue Ridge Parkway running though it, connecting visitors to outdoor activities, charming small towns, and bustling metropolitan areas with museums, breweries and history.

MERJE was hired by VisitVBR to create a sense of arrival to the region through gateways and a regional wayfinding system. Each municipality realized the benefits of being part of a greater tourism region, but still wanted to maintain a sense of their own unique character. MERJE worked with the municipalities to develop sign finials for each municipality while keeping the look over the overall system cohesive.