Rockbridge County, Va

The Shenandoah Valley communities of Lexington and Buena Vista and Rockbridge County worked with Frazier Associates to develop a new regional wayfinding system that captures the distinctive historic character of the region and uses the existing tourism logo for the area. Project goals included reducing sign clutter, creating a new cohesive sign system that supports each locality’s identity, and providing a positive, welcoming visitor experience.

In addition to staff from the localities, representatives from Virginia Military Institute, Washington and Lee University and Southern Virginia University served on the task group for this project. The majority of stakeholders, including thirteen interest groups, favored a traditional approach using the current logo for the region to unify the localities and indigenous materials for sign components.