Too many destinations try to stand for everything, and end up standing for nothing.
What can you own? What's the one thing you need to say? What gives you goosebumps?
Branding isn't a gimmick; we're in the business of making people fall in love with you for who you are. Here's a sampling of projects I've worked on.
the oregon coast
40 miles of dunes, monolithic seastacks, side-swept cedars and evergreen forests edging up to the beach--sure the Oregon Coast is one awestruck moment after another. But did you know that all 363 miles, by law, are free and open to the public? What does that tell you about Oregon and what we value? It says you can experience the coast on your own terms (and often without another soul
in sight); it's The People's Coast. See the full Oregon Coast Brand Handbook here.
Collaborators: Patty Orlando & Ginger Robinson - Wieden+Kennedy, Kurt Hettle, Photographer,
Oregon Coast Visitors Association
MT HOOD / COLUMBIA RIVER GORGE REGION, OREGON
Prior to our development of a brand identity for this region, the area had been marketing to empty nesters to encourage scenic driving trips in the fall. Through consumer research, listening sessions and talking to local businesses, we learned that the real opportunity lay in targeting adventure seekers and explorers. We transformed the passive voice of previous communications to a "Vacation is a Verb" mindset: campaign photography features movement against the area's jaw-dropping scenery, while the woodblock copy nods to national forest trail signs.
See the full Hood Gorge Handbook here.
Collaborators: Chris Thurman & Andrew Dickson - Wieden+Kennedy, Tyler Rohmer, photographer,
Mt Hood Columbia River Gorge Regional Destination Marketing Group, In House Graphics
Header photo: Used with permission by Ledger David Cellars, Talent, Oregon;
photograph by Marc Salvatore