Crowley’s Ridge Gravel Trail
Brand Strategy • Branding • Placemaking
In 2018, U of A researchers found that bicycle tourism in Northwest Arkansas generated an economic impact of $59 million, while other parts of the state like the Delta struggle with an eroding economic base. StudioDRIFT set out to create a new regional gravel trail to both improve the quality of life for the local community, and serve as a destination that will help strengthen the local economy by creating jobs in bicycle related sectors, increasing tax revenue.
Thrive joined the project in late 2023, attending the Birdeye Gravel Ride as observers and conducting a small design workshop and feedback session with riders. With this feedback and the StudioDRIFT team, we developed a brand identity for the new Crowley’s Ridge Gravel Trail. We sought to reflect the unique landscape of Crowley’s Ridge, create a feeling of approachability, and express the grittiness of the ride, all while keeping in mind the highway signage the visual elements would be applied to. Our end product is a remixable set of logo marks and typography that can adapt to a variety of sign types and uses.
