Representatives of the Midlands Business Leadership Group presented a regional branding initiative for the riverfront trail system to county council’s Committee of the Whole, unveiling the proposed identity, “3 Rivers,” and sample taglines, logos and merchandising concepts.

Mike Capps of the Midlands Business Leadership Group said the idea is to create an umbrella brand that complements — not replaces — existing municipal or tourism marketing. “This is a shared brand platform for us to be able to tell our story in a collective way without competing with other brand assets along the riverfront area,” the presenter said.

Ty Price, head of strategy for Shernoff Newman, the firm engaged to facilitate the branding process, said the group worked with representatives from five governments and three municipalities and tested several creative directions before landing on 3 Rivers. Price summarized the identity as “5 simple characters with a confluence of meaning,” and offered sample taglines shown at the meeting: “3 Rivers — miles of waterfront moments from home,” “3 Rivers — there’s more around the bend,” and “3 Rivers — find yourself here.”

Presenters said River Alliance will be the long‑term steward of the brand, handling marketing and ongoing use; the brand package is intended to be flexible so individual municipalities, counties and businesses can co‑brand and retain their identities.

Committee members thanked the presenters and asked a few clarification questions about roll‑out and merchandising; no formal action was required.

Why it matters: The brand is designed to promote the 27‑mile riverfront trail system as a regional asset and to assist coordinated marketing, visitor outreach and potential merchandising that could support tourism and local recreation.

What’s next: Presenters asked for council support and input as the branding moves toward broader stakeholder outreach and an eventual roll‑out plan.