I slowed down and stared into my rearview mirror, looking for the figure in a long white dress that I had just passed in the median, but all I saw was fog hovering over an empty stretch of Route 50. It was an unsettling sight because there was very little around and few reasons for anyone to be out at this time of night. It happened so quickly that I convinced myself it was just a trick of the eye, but over the years, I would jokingly relate this “ghost” story to my father and a few friends. Fast forward decades later, and the memory came flooding back while reading a tale about a jilted bride, known as the Lady in White, who haunts the Silver Run Tunnel. I was marking geographical positions on the map and noticed the tunnel was off Route 50. Opening Google Maps, I dropped a pin and pulled up a 360-degree view of the exit to the Silver Run Tunnel. Goosebumps ran down my arms as I stared at a familiar stretch of road.
My goal as a graphic designer on the project was to produce meaningful illustrations that draw viewers and promote the trail experience. By digging a little deeper, I was able to uncover relevant details to include, and as a side bonus, I discovered a more interesting ending to my own ghost story.
As a Scorpio who loves travel and all things spooky, I got genuinely excited to tackle the project that would help convince others to experience West Virginia’s paranormal side. I’m no stranger to the region’s haunts. As a teenager, I hiked through the surrounding forest of the TNT factory searching for Mothman, I’ve stayed in the Historic Glen Ferris Inn and visiting the Trans-Allegheny Lunatic Asylum has become a Halloween tradition. Ideas on how to highlight all of these fantastic spots started brewing immediately. The brainstorming process began!
Where Exploration Becomes Illustration
A “nice package” and visuals can convince someone to visit a place before they even read the fine print. The creative assets for this project included an informative keepsake map that would double as landing page graphics, serving as an invitation to those curious ghost hunters by echoing the region’s folklore. The illustration style needed to feel cohesive with the West Virginia Department of Tourism’s (WVDT) branding, but with an eerie twist, all while staying playful and family-friendly. A watercolor style with sketchy outlines, roughened textures and transparent overlays was chosen to mirror the aesthetic of a book of ghost stories. The color palette incorporated muted colors with the previous year’s Paranormal Trail palette to keep consistent tones that unified the overall layout.
At DR, we strive to stay true to our partners’ voices, so we began the illustrations with research and planning to reflect the WVDT’s passion for the state’s history and culture. The research began with reading local legends and regional history for each site. Visual references from found images and photos taken by our creative team were collected. The barrage of existing cryptid imagery made it challenging to produce something new and unique. Using the Procreate App, I began with sketches that progressed to full color illustrations for each trail stop. These designs, along with other created background elements, were layered into Adobe Illustrator and combined with text, logos and the state outline. A variety of depictions were used, from eerie structures and apparitions to ghostly symbols to represent the twenty-one destinations on the trail. I fell down a few rabbit holes along the way while reading firsthand ghost encounters, and I now have several tips on communing with the spirits (one that may or may not involve a full moon, a potato and the soft whispering into a goat’s ear). These stories served as inspiration for the graphics. The key that was used for Hotel Morgan represented the tale of a haunted room, and its retro shape was a subtle nod to a trail prize. The ginger cat who haughtily guards a headstone on the Shepherstown Mystery Walk is a local mascot known as Cecil. Using distinguishing factors, such as luminous green walls, floating orbs and a wandering lady in white, I was able to differentiate between three similar tunnels.
Driving Tourism Through Curiosity, Empathy and Design
At DR, we approach each design project individually and know that taking the time to ask the questions: “Who is telling this story?” “Who is listening?” and “What is the desired outcome?” will help tell an original and authentic story. Conducting thorough research to properly answer the questions will have a strong impact on how viewers receive the information. It is easy to use predictable stock images and quick solutions, but we take the extra steps to do more than just “get the job done”. At DR, we combine data, empathy and skill sets to transform travel and tourism content into work that has both form and function — genuinely connecting people to the places they visit. With 6,601 registered passes and 2,402 redeemed prizes at the end of 2025, the West Virginia Paranormal Trail is successfully luring audiences into its shadowed path.