From the Comanche Trail, settlers on the frontier, road trips on I-10, to the adventurers now flocking to Big Bend National Park, Fort Stockton has always been a place for people on a journey. This presents a great opportunity for the city to showcase its unique appeal to a wide audience, but also a challenge. With Fort Stockton’s interstate exits, business route developments, and historic downtown separated by unactivated space, the average visitor can easily miss much of what makes the place special. With these dynamics in mind, Fort Stockton undertook a transformation in how it shares its story with visitors and residents alike. In my role at Thrive, Inc., I helped create a visual identity shows travelers Fort Stockton is a lively community that is always ready to welcome new members. The design process included an in-person workshop with community leaders and volunteers, vernacular and competitor design research, and an in-depth review process with a smaller community group. Maybe most importantly, we then designed and developed a wayfinding signage system using the new look to entice and direct their large amount of traffic into historic downtown and toward local businesses.