visit lauderdale: rebrand, relaunch & campaign creative direction
Senior Art Director, Aqua Marketing
The situation
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 outcome
Launched the rebrand and relaunched the campaign across all four personas, then expanded creative output to a wider range of audiences and topics: LGBTQ+, the Safe and Clean COVID initiative, hotel and tourism highlights, multicultural events, the Ale Trail, and food and beverage.
Rebrand + relaunch • 4 personas • 6+ audiences and topics
What I built
Co-designed the Visit Lauderdale identity, then created and executed the rest of the visual 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, social, and video) keeping every persona's execution consistent with the brand system while speaking to a distinct traveler.
