Discover San Angelo!

Working for the San Angelo Convention and Visitors Bureau, I created the design and style guide for the 2017-2018 advertising campaign. I designed magazine ads, digital ads, merchandise, trade show material, sales packets, and I also contributed to the Discover San Angelo website.

2018-2019 Campaign

For the 2018-2019 campaign design, I took the map background from the CVB's website to create a more cohesive look and feel for all messaging. I also played on the CVB's tagline of "Discover an oasis--off the beaten path," to capitalize on the tourism opportunities available in San Angelo. This also manifested in the new imagery I used of the San Angelo State Park, Fort Concho National Historic Landmark, and the Concho River. The goal of these ads is to feature nature that isn't available in the larger cities of Dallas, Austin, and Houston. In creating this new design, I utilized audience analysis based off of the types of people visiting the CVB website, and the impressions gained from Texas state magazines. And, I used InDesign, Photoshop, and Illustrator to maintain a cohesive imagery for this campaign. See the image library below for a comprehensive look at the campaign.

2017-2018 Campaign

The 2017-2018 campaign launched alongside the CVB's new website, and the new "Discover" tagline. Formerly, the CVB promoted "Visit San Angelo." The new website became the source of inspiration of this campaign, from which I drew the primary brand colors of turquoise, green, and brown. This campaign was also led by the feelings, events, and landmarks that can only be "discovered" in San Angelo. This campaign also launched San Angelo's place at trade shows around Texas, and I played up the "discover" language in all meeting planning documents and brochures. Because this campaign laid the basis for the new "Discover San Angelo" face of the CVB, I relied on design basics such as alignment, repetition, and contrast to make simple, clean branding, and I did this using the Adobe creative suite, specifically InDesign and Photoshop. See the image library below for a look at the ads and trade materials included in this campaign.