lincoln city, oregon

From 2021 to 2023, I had the privilege of leading the creative marketing campaigns for the city. My primary focus was to celebrate the unexpected and eclectic attractions that make this city truly unique. The challenge was to effectively highlight these diverse offerings while keeping the messaging engaging and easy to digest. Staying true to the established ‘cut paper’ aesthetic, I worked with limited content to create a cohesive and visually appealing narrative. Embracing this challenge, I aimed to reflect the city’s vibrant character in every campaign."

seasonal spotlight: let’s get active

The 'Activate' campaign, designed to highlight seasonal activities in the city, unfolds across three distinct seasons: Fall, Winter, and Spring. Each season was given its own concept and color palette, leading to a key evolution in our approach. For the main deliverable, Social Stories, I streamlined the presentation by creating two story designs featuring a maximum of four activities each. This adjustment not only enhanced visual appeal but also provided the client with alternating creatives to engage their audience. By removing the cut paper frame layers, except for the main frame, a cohesive look is maintained throughout the campaign while ensuring clarity and impact in the messaging.

The numerous layers made it challenging to discern all the activities, creating a tight visual experience. How could we ease the viewer's experience for a more pleasing composition?

Reducing the layers improved the overall visual appeal, but some activities still got lost in the abundance.

Our final approach was inspired by diptych and triptych methods. I aimed to allow each activity to stand out while ensuring they harmonized as part of a cohesive scene

one place,
endless adventures.

Activate Spring: Spring is for exploring

Activate Fall: Linger longer in Second Summer

Activate Winter: Explore by land and by sea

lincoln city in three frames

Since META social platforms are one of the city’s primary ways to communicate with their audiences, I aimed to create work that would make viewers pause while scrolling. Using the same storytelling approach from the social stories, I developed three-part carousels that showcase the experiences and activities available in Lincoln City. The locals and wildlife of the area served as significant inspiration for the campaign’s evolution. With each phase, we highlighted a ‘star’ animal native to the region alongside the chosen activities illustrated. This not only hinted at the season we were promoting but also paid homage to the local community, who would easily recognize these familiar creatures.

To extend the reach and keep the visuals fresh, I reworked the social story illustrations specifically for in-feed ads and carousels. By tailoring each illustration to suit the unique format of each ad placement, the creative remained engaging and avoided feeling repetitive, helping us broaden our audience without sacrificing the fun impact.

city in motion

With a larger budget and the support of an amazing media team, I had the chance to work on out-of-home placements across the city, including Portland’s TriMet. Seeing our concepts on such a large scale was incredibly rewarding and made all the work behind them feel worthwhile. The response from the client was really positive, and the city showed interest in funding more creative ad placements, like 3D billboards, to keep engaging the community in new ways.