TRAVEL / TOURISM

EXPERIENCE SCOTTSDALE — THE DESERT IS HOT

ROLE

Graphic Designer

TIMELINE

2018-2019

TOOLS

Illustrator · Indesign · Photoshop

SCOPE

Potential Tourists and Local Businesses

OVERVIEW

At Experience Scottsdale, I made promotional work that sold the city as a warm-weather getaway and translated tourism goals into visuals people actually saw and responded to. The work ran the gamut from big outdoor advertising to the reports that kept the organization accountable to the city.

THE CHALLENGE

Pull cold-weather travelers to Scottsdale in the off-season, while also answering to City stakeholders who wanted proof the marketing was working. Those are two different jobs: one has to grab a stranger's attention, the other has to hold up in front of people scrutinizing the numbers.

THE APPROACH

For visitors, I designed the attention-grabbing stuff: cold weather train station takeovers (to remind them how they could escape the cold), billboards in prime spots, and the monthly event brochures locals and tourists both leaned on. For the city, I helped produce the Annual Report, taking a year's worth of performance data and shaping it into something clear and presentable that showed what the creative work returned. Across all of it, I owned the deliverables start to finish and kept the design tied to actual business results.

PRINT ADS

TRAIN STATION TAKEOVER

LOCAL EVENT BROCHURE

ANNUAL REPORT

RUDOLPH WARD II — GRAPHIC & INSTRUCTIONAL DESIGNER

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