Working within an established destination brand, I translate the Experience Spartanburg identity across advertising, campaigns, digital platforms, print and environmental design, creating fresh applications while maintaining a cohesive and recognizable visual presence in Spartanburg County and beyond.
Brand Identity: Developed by External Agency
Organization: OneSpartanburg, Inc.
Role: Graphic Designer + Internal Creative Direction
Scope: Advertising, Campaign Design, Digital, Print, Environmental + Web Support
The Challenge
Working within an established brand means balancing consistency with evolution. My role is to understand the existing visual language, determine where it can flex and translate it across new audiences, campaigns and applications without losing what makes Experience Spartanburg recognizable.
Creativity & Consistency.
Recognizable
Create new work that feels distinctly Experience Spartanburg without relying on the same layouts or treatments.
Flexible Across Platforms
Translate the identity across everything from digital advertising and social content to print, presentations and physical environments.
Evolve with Purpose
Adapt the visual language for individual campaigns, initiatives and partnerships while maintaining connection to the larger destination brand.
From individual advertisements to larger campaigns, each piece adapts the established identity around a specific message, audience and call to action while remaining unmistakably Experience Spartanburg.
The result is a flexible body of work that can shift in tone, format and purpose while still feeling connected to the larger destination brand.
Campaigns + Advertising
Across digital and social platforms, I combine photography, typography and established brand elements to create content that feels fresh while remaining distinctly Experience Spartanburg. Working with imagery provided by external photography partners, I translate existing assets into promotional graphics designed around specific destinations, events and campaigns.
I also contribute original photography and static graphics to support ongoing storytelling across the brand’s digital channels.
Digital + Social
I extend the Experience Spartanburg brand into physical spaces through trade show displays, event signage, promotional items and conference materials. Each piece considers scale, environment and audience to create a cohesive brand presence that remains recognizable wherever visitors and partners encounter it.
Environmental + Experience Design
In addition to designing for the Experience Spartanburg brand, I contribute original photography that expands its visual library and supports ongoing destination storytelling. From events and local experiences to people and places, these images were photographed by me and created for use across Experience Spartanburg’s marketing and communications.
Photography
Presentation + Stakeholder Communications
Presentations are an important part of how Experience Spartanburg communicates ideas, opportunities and strategy to internal and external audiences. I design presentation materials for executive leadership, stakeholders and community partners, as well as bids for sporting events, conferences and meetings.
Each deck translates information into a clear, engaging visual story while maintaining the established Experience Spartanburg brand.
