In a four-season destination like West Virginia, travel marketing shifts on a very seasonal basis. Four times a year, the brand visually transforms to match the hues of the season, while keeping key marks and styling consistent. Fall brings with it high visitation rates as well as the warmer side of the brand color pallette, which I used to create a variety of collateral promoting the season.
For the past four years I have designed the official WV fall foliage map, an informative graphic which forecasts the peak color across the state. This map kicks off the promotional season of fall and serves as the visual cornerstone for the look and feel of the entire season. For the 2025 fall season, I wanted to give a different vibe to the graphic that would pull in an analog look and feel that could be integrated in the rest of the season’s collateral. A major departure for this year’s design was the illustration style I used, which pulled in vintage elements and iconography inspired by postcards.
Leaning into the popularity of ‘surprise itinerary’ subscriptions on social media, we launched a mystery trip promotion that reveals to each traveler one of four fall getaway archetypes. Building off the analog vibe for the fall foliage map, this mailer featured an interactive scratch-off promotion that highlighted the must-see stops on a fall road trip. I pulled in the iconography used on the fall foliage map for the scratch-off reveals, and the same retro illustration style to tie the pieces together.
In addition to inspiring travelers to book their fall getaway in West Virginia, it was important that the department find ways to get the season on the radar of local media outlets in-state and the surrounding areas. For the 2025 season, I developed a media mailer complete with brand merchandise, and seasonal collateral to inspire and inform their coverage of things to do in their area. Each package contained a postcard, a letter, and a custom itinerary targeted towards their region. All of this packaged in a custom full wrap box featuring stunning photography of the state, sparking inspiration before the mailer was even opened.
I am currently available for new projects and collaborations, bringing a wealth of experience in crafting innovative, user-centered designs
