Southern Maryland National Heritage Area

Southern Maryland’s new National Heritage Area designation called for an identity equal to the storytelling power of the place. The challenge was to celebrate its natural beauty and regional pride while acknowledging a history shaped by progress, exclusion, resilience, and the continuing contributions of its communities. The work needed to connect that history to a hopeful future and give residents and visitors a reason to explore, learn, and participate.

As a Marylander, I felt a responsibility to bring that complexity into the creative direction. I advocated for commissioning a Southern Maryland artist to create the mark, grounding the identity in a local perspective and giving Hatcher a foundation for the broader visual system.

Donald Ely’s illustrated mark established the visual foundation, drawing on the region’s landscape and heritage. Hatcher developed the surrounding look and feel, extending the illustration, color, and typography into a cohesive system across publications, digital campaigns, visitor materials, and event experiences. The goal was to give Southern Maryland a recognizable identity with the flexibility to tell many connected stories.

Creative Director, working with Hatcher’s multidisciplinary team.

Hatcher’s creative, strategy, account, and digital marketing teams, in collaboration with Southern Maryland National Heritage Area and Executive Director Lucille Walker. The illustrated mark was commissioned from Southern Maryland artist Donald Ely of Three Ring Studio.