Project Description
Beach to Bay Heritage
CELEBRATING THE SHORE’S BEACHES, BAYS & WATER WAYS
Maryland’s Lower Eastern Shore was designated a heritage area to “protect, preserve and promote the region’s cultural, natural and historical assets.”
After 20 years, the board hired Choptank to develop a place brand highlighting the tri-county region as a distinct destination. We engaged the community and developed a fresh new marketing platform.
Beaches, Bays & Water Ways reflects the area’s shared physical attributes and embraces its most distinguishing characteristic. It celebrates the region’s common heritage values including the folkways, food ways, byways and cultural ways that connect the counties.
Renamed the Beach to Bay Heritage Area, the brand was unveiled in 2020.
Organizational Branding & Visual Identity
“As Marketing Committee chair for the Lower Eastern Shore Heritage Area, I worked with my team to move our organization forward. We lacked identity, we lacked branding, and we lacked direction. We hired the highly recommended Choptank Communications team under the leadership of Andrea Vernot. She was flexible and creative throughout the process and delivered a report that clearly defined our organization, gave us a well-researched and executed brand, and charted a viable path forward for the newly named Beach to Bay Heritage Area.”
Ann Hillyer, Board Member & CEO, Shore Craft Beer & State Ventures, LLC
