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KENTUCKY STATE PARKS

The main goal in this campaign is to update an aging visual brand by re-introducing Kentucky State Parks to coeds and young families as economical and exciting destinations. This goal is achieved through the hyper real imagery used in promotional material, and establishing a new focus on interaction with Kentucky State Park consumers.

In this campaign: Rebranding of Kentucky State Parks Promotional material Website/blog/social media Brand extension Restaurant branding Restaurant promotional material Advertising


WEB LOGO

PRINT LOGO

BLACK & WHITE LOGO

TEXT OPTIONS

CROPPED COLOR LOGO

LOGO AND NEW TAG LINE

ADDITIONAL COLORS

LOGO COLORS

GOLF BRANDING

PROPOSED TAG LINE

IMAGE STRATEGY • Establish unique brands for the seventeen resort restaurants and organize branding for the smaller park eateries. • Provide the golf courses at Kentucky State Parks with expanded merchandise for their pro shops. • Create new branded merchandise to increase park shop revenue. • Recommend improvements to current website and organize social media efforts.

Our strategy will couple the beauty of the parks with memories made between close friends and family. We recommend combining the backdrop of the parks with images of our target markets enjoying everything the parks have to offer. The photos should be candid and saturated with color to reflect the intensity of human emotion. Our audience will see themselves reflected in the campaign and want to have similar experiences.

KY STATE PARKS

THE CHALLENGE • Update an aging visual brand by re-introducing Kentucky State Parks to coeds and young families as economical and exciting destinations. • Develop sample promotional materials. • Make recommendations to advertise Kentucky State Parks as a destination regionally and nationally. • Position Kentucky State Parks as the ideal place for weddings.

CROPPED BLACK & WHITE LOGO

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KY STATE PARKS

PROMOTION Our strategy will couple the beauty of the parks with memories made between close friends and family. We recommend combining the backdrop of the parks with images of our target markets enjoying everything

the parks have to offer. The photos should be candid and saturated with color to reflect the intensity of human emotion. Our audience will see themselves reflected in the campaign and want to have similar experiences.

The Kentucky State Parks are dealing with drastic budgetary constraints. Printed materials are costly. We recommend expanding the capabilities of all digital properties to conduct the majority of reservations

and bookings. Online content is inexpensive to create and requires no printing. Printed materials should be limited to what is absolutely necessary and should always redirect to the web.

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PARKS

ABOUT

RESTAURANTS

GOLF

EVENT PLANNING

CALENDAR

BOOKING

PARKS

STORE

ABOUT

RESTAURANTS

GOLF

EVENT PLANNING

CALENDAR

BOOKING

STORE

ABOUT

PARKS

KENTUCKY DAM VILLAGE

RESTAURANTS

FIND A FIT

up to

Your Location

Activities

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CALENDAR

EVENT PLANNING

GOLF

miles away

BOOKING

STORE

Lake Barkley (555-555-5555) KNOWN FOR: Archery, Basketball, Miniature Golf

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ALSO FEATURED: Beach, Soccer, Boating, Horseback Riding, Canoeing ACCOMMODATIONS: Lodging, Campgrounds GET DIRECTIONS

ABOUT US

THINGS TO DO

Must Haves Lodging Campground

PLACES TO STAY

Resturant NEWS

NEWS

NEWS

NEWS

ANIMAL OF THE MONTH

Kentucky State Parks is looking for folks interested in being a volunteer campground host. Click here to download the application.

GALLERY

PARKS

WHAT PEOPLE SAY

ABOUT

RESTAURANTS

CONTACT FAQ SOCIAL MEDIA

UPCOMING EVENTS May 11th

May 29th

June 2nd

EVENT PLANNING

CALENDAR

BOOKING

STORE

SOCIAL MEDIA

July 4th

obviously linked to the government site would still allow for consumer interaction. The blog would feature articles highlighting the parks most interesting attractions. We recommend delegating this workload to an intern instead of a full-time employee. The inters would manage photography, blogging, and social media. These internships would provide the parks with a database of photography and online content,

and interaction with consumers, while giving valuable experience to a young professional. workload to an intern instead of a full-time employee. The inters would manage photography, blogging, and social media. These internships would provide the parks with a database of photography and online content, and interaction with consumers, while giving valuable experience to a young professional.

SOCIAL MEDIA Twitter: Twitter should be updated daily, and may include any of the following types of tweets: • Daily Events. If any event relates to a restaurant, the name of the restaurant and the park should be stated. • Weather Updates • Park Conditions • Coupons & Deals • Personal Accounts

KY STATE PARKS

WEBSITE + BLOG Though the website must follow government regulations, it doesn’t have to look like a government website. This plan will clean up the design and feature photographs to showcase the beauty of the parks and the stories they inspire. The creation of an online booking system is essential. The design will be simple and user-friendly. Due to the strict limitations of government-based websites, the creation of a third-party blog not

June 15th

GOLF

Facebook: Operate and update three times a week. These posts should include but not be limited to: • Encouragement of visitation to the parks • Weather updates • Contests, both photo and video • Encourage personal accounts of any visitors’ stay at a park

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KY STATE PARKS

EXPLORE KENTUCKY

EXPANDING THE BRAND

The retail shops at the Kentucky State Parks and low-priced children’s toys. Replacing the park revenue and, most importantly, spread sell sundries, snacks, local artwork and tourist merchandise with Kentucky State awareness. widersell variety of products and And what better way to inc The retail shops at the Kentucky StateAParks pro�it centers. limited branded merchandise. The stores are Park product lines willsundries, reposition the stores apparel will encourage guests to purchase snacks, some artwork from local artists and ness to our target markets than have them not well stocked or decorated. Some parks as legitimate profit centers. who moreThe giftstores items.are Wenot alsowell recommend thatState all Park branded messaging? limitedCustomers branded merchandise. Kentucky include tourist items such as tumbled rocks wear branded merchandise will increase merchandise be available for sale online. stocked or decorated. Some parks include tourist items wider variety of products and apparel wil EXPANDING THE BRAND

such as tumbled rocks and cheap children’s toys.

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to purchase gift items. We also recommen


KY STATE PARKS

RESTAURANT BRAND AUDIT Restaurants are local restaurants In the past the restaurants have at the Kentucky food waste. HoursParks are consistently The restaurants State Resort have been that provide a unique experience been solely associated changing at the restaurants; they theirwith own destination. Boasting accomplished chefs, and beautiful when compared to franchises. EveryRE-DEFINING KentuckyDINING State Parks, having dependent onbranded the season andand facilities, thetheir restaurantsare require their own identities material. location has a beautiful resort own name but lacking a separate popularity of the park. setting unique to each restaurant identity. The restaurants have had rather than one standardized specials for different holidays and In the future, Kentucky State Park environment. Along with reasonable events hosted at the parks. The Restaurants hope to establish prices, the quality of their food restaurants are moving away from a brand, and raise awareness. draws in park visitors and the local buffet style lunches and dinners Partnerships with BG Tech Culinary community. daily, to menu order due to extreme School, and competitions will aide in

promotional efforts. The restaurants also hope to establish themselves as separate entity from the park, with a unique dinning experience. The Kentucky State Park Restaurants budget is limited. With minimal state funding, reaching the target audience has become a difficult task

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KY STATE PARKS

RE-DEFINING DINING The restaurants at the Kentucky State Resort Parks have become unique destinations. Boasting accomplished chefs and beautiful facilities, the restaurants require their own branded identities.

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49 PARKS. 0 EXCUSES.

Why Havent You?

With more parks than any other state, Why Haven’t You visited Kentucky At your wedding, surround yourself with State Parks? what matters most. Lake Barkley offers a beautiful estate seated lakeside, distant from busy city streets.

KY STATE PARKS

At your wedding, surround yourself with what matters most. Lake Barkley offers a beautiful estate seated lakeside, distant from busy city streets.

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SPENCER’S COFFEEHOUSE

In the gathered research, it was proven that the perceived quality of Spencer’s coffee was greater than Starbuck’s coffee. However, after an actual taste test, the testing group rated Starbucks as the better quality coffee. Due to this, the Spencer’s Coffeehouse campaign is based around the environment Spencer’s can offer rather than the product. The main goal is to position Spencer’s Coffeehouse as consumers’ “third” place between their occupation and their home. In this campaign: Rebranding of Spencer’s Coffeehouse Promotional material


SPENCER’S COFFEE HOUSE

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SPENCER’S COFFEE HOUSE

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BENNIE AND FRIENDS

The main goal of this campaign is to communicate that Bennie and Friends is a high end, high fashion hair salon to consumers. The previous branding did not reflect the mission of the salon. To achieve this goal, the logo was simplified, and designed to be a modern curl of a hair, with a subtle B shape in the negative area. The advertising and packaging reflect the salon’s mission of being high fashion by having an edgy yet minimalistic approach, and utilizing color in a unique way.

In this campaign: Rebranding of Benie and Friends Promotional material/Advertising


BENNIE AND FRIENDS

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BENNIE AND FRIENDS

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SUNRISE DINER

In this identity campaign, the logo reflects the environment Sunrise Diner offers. The teal and pink colors are reminiscent of the 60s era and help to establish the atmosphere. A pattern of 60s icons are used throughout promotional material and can be used separately or with the logo.

In this campaign: Rebranding of Sunrise Diner Promotional material


SUNRISE DINER

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EXPLORE THE FLORIDA KEYS

The EXPLORE campaign was designed to bring out the innerchild imagination in everyone. The cartoonish vector images and the tag line of EXPLORE entice the audience to imagine themselves swimming with the underwater creatures, or investigating the endless beaches

I took the idea of exploring and took it two ways: under the sea, and on the beach. I created the images in the same style so that the different illustrations can work, separately or together to sell the same concept of EXPLORE.

In this campaign: Branding of Explore Promotional material Advertising


EXPLORE FLORIDA KEYS

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EXPLORE FLORIDA KEYS

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SUSAN G. KOMEN

Each year Susan G. Komen host the Pink Tie Ball. This year’s theme was baseball. I created two graphics that correlated with the baseball theme. I was challenged with making these graphics sophisticated, yet inviting. The ideas were used on t-shirts during the race for a cure promoting the Pink Tie Ball

In this campaign: Branding Promotional material Event tickets


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OTHER GRAPHICS

These graphics were created as single pieces that could be expanded into whole campaigns.

In this section: Infographics Typography poster Hand drawn type Calendar


OTHER GRAPHICS

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CHOCOLATE INFOGRAPHIC

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APACHE TEA

Apache Tea is a fictional company that was created to reflect the symbols of the Apache Indian tribe. The tribe’s sacred colors are red, yellow and blue, and are known for their expertise in basket weaving. The logo was inspired by these elements, along with the tribal printed tealeaf.. The main goal of this campaign was the embrace the “made in America” movement. There are very few teas grown in the United States and Apache Tea focuses on marketing this aspect of the company.

In this campaign: Brand identity Magazine advertisements


APACHE TEA

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APACHE TEA

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Portfolio