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CHALLENGE
Encourage travelers to discover lesser-known Wisconsin destinations within the established statewide tourism brand.
PROCESS
Combined immersive photography, expressive typography, and activity-based icons to create memorable stories for each destination.
SOLUTION
Extended the campaign across posters, apparel, social graphics, and outdoor advertising while giving each destination its own character.
01 DISCOVERING THE UNEXPECTED
Using bold imagery and expressive type to give each destination a distinct personality.
02 BEYOND THE POSTER
Adapting the destination concepts across apparel, social, and outdoor advertising.
03 TAKING THE MESSAGE OUTDOORS
Scaling bold imagery and concise messaging for high-impact roadside visibility.
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