Kent County Delaware.
Delaware was missing its own story. Locals, local places, local businesses, all the proof that a small state can hold just as much, if not more, than DC, Philly, or New York, sat overlooked. The audience ranged wide too, sophisticated higher-income travelers alongside single travelers and young families, and the truth was the same for all of them: it's all there, and it's closer than you think.
As lead creative and brand architect, I led and worked across teams, the only one with real tourism experience in the room, to build a brand that could carry that story. At Your Own Pace became the idea underneath it, mine to shape and share, and it landed. Local business owners, the client, and members of the state government got genuinely excited by it, a rare kind of buy-in for a tourism campaign, one that brought the local businesses themselves into managing and carrying the brand forward, not just state administration alone.
A playful stamp-like icon system and a diverse typography style brought character to every touchpoint, directing visitors to the things worth doing across the state. Quaint, on so many levels, and built for the tourist, the casual passerby, and the local business owner alike.
The work extended into video, local mural concepts, the tourism site, social and digital media, and partnerships with local social influencers, all built to spread the real local flavor and culture, and prove that what people think they'd only find in a bigger city is closer, and better, than they think.
