Naturally McHenry County


New Brand Identity

Works // 03.03.2022 // Naturally McHenry County

McHenry County Goes Natural

With gorgeous, natural vistas with miles of rivers, streams and trails, plus innumerable opportunities for shopping, dining and live entertainment, McHenry County, IL, is the quintessential Northern Illinois experience. From remarkable communities that blend seamlessly to breathtaking, wide-open spaces for outdoor recreation, McHenry County is positioned as a natural destination not just to visit, but to live and work with easy access to major metropolitan areas like Chicago, Rockford and Milwaukee.

The Challenge

The leadership of Visit McHenry County felt its brand did not accurately reflect the positive changes throughout the county in recent years. Seeking a new brand that would position McHenry County as a natural destination for people looking for laid- back living, Visit McHenry County approached McDaniels Marketing to complete a rebrand that would align the Tourism organization, the county government and the McHenry County Economic Development Corp. to better promote the county as a top choice to visit, live and work.

The Solution

McDaniels Marketing worked closely with Visit McHenry County, the county government and the MCEDC to develop a strong, unified brand to encourage visitors, businesses and potential residents to choose McHenry County. A months-long research process — including an in-person tour of the entire county — identified strengths and weaknesses in the Visit McHenry County branding, providing the McDaniels team with a clear understanding of what attributes should be highlighted.


The new brand name is Naturally McHenry County. The brand logo representing the brand promise was inspired by the numerous traits that define McHenry County — from font choices reflecting vintage labels and hand-crafted goods — to design reflecting the county’s natural beauty, strong agricultural roots and easygoing way of life. The tagline of “Wonderful Places — Wide-Open Spaces” conveys McHenry County’s diverse mix of cities, towns and villages nestled amongst rivers, lakes and conservation areas.

McDaniels Marketing crafted three distinct brand statements to describe what McHenry County can promise to residents, visitors and business investors. New residents will find a diverse, energetic and interconnected community that blends seamlessly to provide opportunity and engagement for all ages. Tourists will discover a breath of fresh air from the hustle and bustle of life, from year-round agritourism attractions to a full calendar of events and festivals, and plenty of opportunities for indoor and outdoor fun. Employers will discover an educated and professional workforce, not to mention quick access to both O’Hare and Rockford airports. With plenty of corporate parks and industrial space waiting to be developed and historic storefronts ready for their next thriving businesses, there’s no better place for people to bring their dreams to life than McHenry County.

Finally, McDaniels Marketing worked in conjunction with Naturally McHenry County to write and design a brand new Insider Guide, drawing inspiration from previous issues to create a smaller, bolder edition that incorporated more narrative-based writing from McDaniels’ in-house copywriting team as well as local influencers — or insiders — resulting in a fresh, new perspective to match the county’s fresh look.

Let us help you take your marketing strategy to the next level with McD Marketing. Contact Randy McDaniels at rmcdaniels@mcdmarketing.com or call (309) 346-7412 for more information.