Regional leaders unveil unifying riverfront brand for Midlands
July 27, 2025
On Thursday, July 24, regional leaders from the Midlands Business Leadership Group (MBLG) and the River Alliance gathered at the Saluda Riverwalk to unveil a new brand identity designed to unite and elevate the communities along the riverfront corridor of Lexington and Richland counties, as well as the cities of Cayce, Columbia and West Columbia.
The brand, 3RVRS, is the result of a highly collaborative, multi-agency initiative aimed at enhancing the Midlands region by driving tourism and attracting economic investment. Developed by the Riverfront Brand Development & Review Team in partnership with Chernoff Newman, the platform was built to complement, not compete with, existing local identities and assets.
“This is a brand built by and for this region,” said Lou Kennedy, Nephron Pharmaceuticals Corporation CEO and Chair of MBLG, during the unveiling presentation. “It reflects the natural connectivity of our cities through the river and creates a flexible foundation for future storytelling, place-making and activation.”
Following the unveiling, John McArthur, Chairman of the River Alliance, emphasized the power of partnership. “This initiative represents what’s possible when local governments, nonprofits and business leaders align around a common vision. 3RVRS is more than a name – it’s a platform for shared progress.”
The initiative has been endorsed by MBLG and the River Alliance, and local governments have expressed their support.
Upon the planned completion of 27 miles of waterfront trails, spanning from the Lake Murray Dam to the 12,000 Year History Park in Cayce, the 3RVRS project will represent the longest riverwalk of its kind.
With the launch, the brand will now move into its next phase: integration into marketing efforts, regional events and economic development strategies.
About the River Alliance
The River Alliance is a nonprofit organization dedicated to protecting, promoting and enhancing the rivers of the Midlands through strategic planning, community collaboration and stewardship.
About MBLG
The Midlands Business Leadership Group (MBLG) is a coalition of CEOs and senior executives working together to improve the economic vitality and quality of life across the Midlands region of South Carolina.
