New “3RVRS” branding unveiled for regional riverfronts

COLUMBIA, SC (WOLO) — New branding is being unveiled for our region’s riverfront attractions, including logos and slogans.

Tye Price is the Executive Vice President of Brand Strategy at Chernoff Newman — the marketing firm behind the new designs.

“We started with this vision, this planned completion of 27 miles of waterfront trails. From the 12,000 year park in Cayce to the Lake Murray Dam,” says Price.

Unveiled at the Saluda Riverwalk Thursday afternoon by The Midlands Business Leadership Group and The River Alliance, Price says the “3RVRS” logos are meant to bring a sense of identity and a shared story to our river system.

“Three rivers, where the Saluda and Broad come together and form the Congaree, that is a unique event in and of itself. And then with the substantial support of all of our local governments and the business community willing to make such an investment in our parks, such as this beautiful Saluda River Walk Park, it is a gift back to our residents,” says Price.

Those local governments who are also brand partners include the Cities of Columbia, Cayce, and West Columbia, as well as Richland and Lexington Counties.

Residents can expect to see the branding in the coming months on merchandise like tee shirts, hats, and bags, on way-finding signs by the water, and on television and billboard ads.

All meant to draw people to the experiences now available like tubing, rafting, hiking, and bike riding — and the attractions to come, like potential restaurants and businesses along certain parts of the river.

“We’ve got three true God-created rivers that come together right here. That’s unique. When you think about the Saluda coming out of Lake Murray and then the Broad and forming the Congaree in Columbia, that’s a unique asset that no other community that we can think of would have,” says Mike Crapps with The Midlands Business Leadership Group.

“To be able to expose our citizens our residents to our assets along the river, whether it’s in the water or on the trails or in the parks along the way, there’s just so many that don’t know everything that we have and we just think that by lifting this message up to all of our citizens, it just creates more awareness, and then brings more people here and it’ll help not only the lifestyles of our citizens but help all the businesses as well,” says Crapps.

Potential slogans for the marketing blitz will include “Miles of Waterfront, Moments from Home” and “There’s More Around the Bend.”