The Adirondack towns of Johnsburg, Chester, and Horicon, in northern Warren County, will soon reveal a new regional brand.

“A team of dedicated volunteers have been hard at work to guide the development of regional branding for the three towns,” said Center Adirondack Program Director Leslie Karasin. “The Center secured a $150,000 grant from the county tourism fund on behalf of the North Warren Chamber of Commerce to develop a first-ever brand for the three towns, and a year later it is exciting to see the products of the work ready for public reveal.”

Since work began in the winter of 2025, the Center has been facilitating the group of 15 people to guide the process.

Representatives from each of the three towns, including business owners, local officials, teachers, and engaged residents, have been providing input to the paid consultant, Trampoline Design, and gathering community input to develop a new name and brand identity for the region.

The group’s chosen name – North Warren Wilds – captures the more rural and wilderness nature of the region compared to the character of Lake George, immediately south of the towns. The tagline, Adventure Has a Cabin Here, amplifies the message.

Under the main regional brand, Trampoline Design created a patch-style logo for each of the six major hamlets, which are the concentrated communities within the three towns. Each is uniquely stylized and shows an artistic rendition of something distinct to that community, such as Gore Mountain for North Creek and the Stone Bridge for Pottersville.

“Though we have countless similarities between our three towns, it’s important that we honor the unique character and identity of the handful of small communities spread throughout,” said Craig Leggett, committee member and official in Horicon.

The new branding will be rolled out through 2026, initially through digital channels. The committee also plans to work with the three towns and other partners to use the grant funds for welcome signage at the gateways to the hamlets, street pole banners, wayfinding signage to and along many trails and recreation resources, and perhaps also merchandise to be handed out at public events.

The committee also hopes to use the new branding to expand the region’s digital presence for tourists and residents, helping them find information about local businesses, services, places to visit, and what it means to live in the North Warren Wilds.

“This project has become more than just a brand,” said Anna Bowers, committee member and Town of Johnsburg Councilperson. “It has become a catalyst for more collaboration across the three towns.”

“This whole process represents a beautiful, home-grown pride of place,” said committee member Christine Powers. It captures the essence of who we are, blended with top notch expertise and marketing.”