Challenge
Travel Wisconsin needed campaign materials that encouraged people to see the state as more than a familiar destination. The work had to feel inviting and personal while staying connected to the existing Travel Wisconsin brand.
Process
The direction came from the way people actually experience Wisconsin: quiet views, water, wooded trails, small adventures, and time outdoors. I paired immersive photography with expressive headline typography and simple activity-based icons to give each piece a clear, memorable travel idea.
Solution
The final campaign created a more emotional and approachable way to promote Wisconsin travel. The work carried across posters, apparel, social-style graphics, and outdoor advertising, giving the campaign a consistent voice while still letting each destination feel different.
Campaign Posters
Using photography and expressive type to create a stronger sense of place
Campaign Extensions
Carrying the message into wearable and social-style applications
Outdoor Advertising
Turning the campaign into a quick-read message for the road
