work:
visit lauderdale
rebranding & Campaign Art Direction
The situation
Senior Art Director, Aqua Marketing · 2019–2022
Visit Lauderdale needed a brand identity and campaign system built to speak to four distinct traveler mindsets— from thrill-seekers to travel non-conformists—across print, video, digital, and social, at the pace and scale a destination marketing organization requires.
4 audience personas • Omnichannel execution: print, video, banners, HTML5, social
The result
A cohesive, scalable brand and campaign system delivered for a major destination marketing organization with proof of range across B2C, tourism, and fast-paced, multi-stakeholder agency environments.
B2C · Tourism · Agency-paced delivery
What I built
Led art direction on the full visual execution — identity system, photography direction, and a four-persona campaign, each with its own tone and visual language while staying unmistakably one brand.
Bringing it to market
Directed production across the full media mix (print, HTML5 banners in multiple formats, social content, and video) keeping every persona's execution consistent with the brand system while speaking to a distinct traveler.
