![](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1489026611877-VRGTX8VJRSXUS7RM61B6/FYV-Lego-Mailer-05-008.jpg)
Fayetteville
The Fayetteville Area Convention & Visitor’s Bureau provides services to help visitors plan their stay as well as draw prospects for leisure, group tours, meetings and sports tournaments. For the past 7 years I have helped lead the brand to a new visual identity, developed digital, print and guerrilla applications for campaign driven opportunities.
Responsibilities: Art Direction; Copywriting; Brand Positioning; Brand Applications; Proof of Concept; Visual Identity; Production Management
Credits: The Republik; Robert Shaw West - Executive Creative Director; Dwayne Fry - Strategic Director; Matt Shapiro - Associate Creative Director; Mark Scoggins - Production/Photography
![FYV-Lego-Mailer-05-008.jpg](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1489026611877-VRGTX8VJRSXUS7RM61B6/FYV-Lego-Mailer-05-008.jpg)
![The Fayetteville brand originally took on an old-timey, Rockwellian vibe with touches of antiqued textures. They used Uncle Sam to embody the personality and were proclaimed “America’s Hometown” by TIME magazine.](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1489026361280-5L1OMM0TU2KGKCWN487R/FYV-Lego-Mailer-05-005.jpg)
The Fayetteville brand originally took on an old-timey, Rockwellian vibe with touches of antiqued textures. They used Uncle Sam to embody the personality and were proclaimed “America’s Hometown” by TIME magazine.
![FYV-Lego-Mailer-05-006.jpg](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1489026364586-ET0H34CWN9YA81XMOZA5/FYV-Lego-Mailer-05-006.jpg)
![FYV-Lego-Mailer-05-004.jpg](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1489026360800-FZDL48QWLUR0A0G76YB5/FYV-Lego-Mailer-05-004.jpg)
![FYV-Lego-Mailer-05-007.jpg](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1489026364495-ST8XE6Z4DH7ULL02N8AF/FYV-Lego-Mailer-05-007.jpg)
![Screen Shot 2017-03-08 at 8.51.41 PM.png](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1489027936220-M9K5NWKA16VJEBMUI5X2/Screen+Shot+2017-03-08+at+8.51.41+PM.png)
![FYV-Groupt-tour-and-SLVG-_0175.jpg](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1539203034492-VXNJI1RQTNQ1KOLOIN23/FYV-Groupt-tour-and-SLVG-_0175.jpg)
![FYV-Groupt-tour-and-SLVG-_0149.jpg](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1539203001453-YTU5PKP0P6ZUIAZ1LU8W/FYV-Groupt-tour-and-SLVG-_0149.jpg)
![FYV-Groupt-tour-and-SLVG-_0152.jpg](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1539203001973-UPQYO8W5VLG0AQYGUVUR/FYV-Groupt-tour-and-SLVG-_0152.jpg)
![FYV-Groupt-tour-and-SLVG-_0157.jpg](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1539203010625-JIGMKZLT243JUIHMXFQL/FYV-Groupt-tour-and-SLVG-_0157.jpg)
![FYV-Groupt-tour-and-SLVG-_0166.jpg](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1539203027559-35BBUUUTRNBZHU5RCKB3/FYV-Groupt-tour-and-SLVG-_0166.jpg)
![FYV-Groupt-tour-and-SLVG-_0168.jpg](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1539203027609-FZDT7XVAZPBNF8W9R68F/FYV-Groupt-tour-and-SLVG-_0168.jpg)
![In 2018 I was tasked with re-branding the FACVB. This brand guide outlines the new aesthetics and standards I was able to test and develop.](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1539203034371-RQNBNU0U8RAQ7GFZVIR1/FYV-Groupt-tour-and-SLVG-_0172.jpg)
In 2018 I was tasked with re-branding the FACVB. This brand guide outlines the new aesthetics and standards I was able to test and develop.
![FYV-brand-guide_Cover.png](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1537885880900-BOL5TLSE026DRBMNC68E/FYV-brand-guide_Cover.png)
![FYV-brand-guide_Table-of-Contents.png](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1537885948157-OGMLUOLVNEF2UCHSFG72/FYV-brand-guide_Table-of-Contents.png)
![FYV-brand-guide_Attributes.png](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1537886698742-W3G8AOUKAN2QY0HHEP66/FYV-brand-guide_Attributes.png)
![FYV-brand-guide_Personality.png](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1537885914867-2XI9ZCDA9CA26EGJJM2F/FYV-brand-guide_Personality.png)
![FYV-brand-guide_Logo.png](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1537885901103-JACC451FIU8L6AO2219W/FYV-brand-guide_Logo.png)
![FYV-brand-guide_Typography.png](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1537885925914-UGBFGIW0ACM9AO6T1V5R/FYV-brand-guide_Typography.png)
![FYV-brand-guide_Color.png](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1537886702878-R5SW1IS6U1FD7Y4D44EI/FYV-brand-guide_Color.png)
![FYV-brand-guide_Photography.png](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1537885921951-PHY3XTA7214OZL0L1GQK/FYV-brand-guide_Photography.png)
![FYV-brand-guide_Layout-II.png](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1537885897525-E87NM76RG84AOEWGUOUB/FYV-brand-guide_Layout-II.png)
![With the new brand standards in place, we were able to re-brand the CVB’s complex and comprehensive website and steer its UX design to facilitate more lifestyle and editorial style content.](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1537885945890-1NB0MVZNQVMP8XJO25HT/FYV-brand-guide_Website.png)
With the new brand standards in place, we were able to re-brand the CVB’s complex and comprehensive website and steer its UX design to facilitate more lifestyle and editorial style content.
![MultiDevicesWebsiteMockups.png](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1539205598198-2VCGL7W9PRSARRPR3X2E/MultiDevicesWebsiteMockups.png)
![home-1-02.png](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1539207347792-CWL3WGAR89GWGNP4F22F/home-1-02.png)
![home-2.png](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1539207118002-8W9D83FQKOFWENRH5NW4/home-2.png)
![home-3.png](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1539207626844-2J870GXD83U6TUA5H4ZF/home-3.png)
![categories-4.png](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1539208477246-NBXQ18E7CEHJRPGKVKB1/categories-4.png)
![Ads-mock-01.png](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1537908315578-HMQTQW32ATTX7SCH8U70/Ads-mock-01.png)
![Collateral for each department of the CVB was developed to solve specific problems. This sport planners guide invited tournament planners to consider Fayetteville as a destination for their event.](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1537908318548-KHS321STOGEITKFMS4XE/Ads-mock-02.png)
Collateral for each department of the CVB was developed to solve specific problems. This sport planners guide invited tournament planners to consider Fayetteville as a destination for their event.
![FYV-Sports_Book-01.jpg](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1465862234676-G4EZXQ0576NQF5EZIKV7/FYV-Sports_Book-01.jpg)
![FYV-Sports_Book-04.jpg](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1465862255382-XO6FDDZ7CZ7PVKVFM719/FYV-Sports_Book-04.jpg)
![FYV-Sports_Book-06.png](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1465862296921-DTA0VTXPJIV08W29SK1S/FYV-Sports_Book-06.png)
![FYV-Sports_Book-09.png](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1465862360825-C2WGCANOW1EDMBTGUIND/FYV-Sports_Book-09.png)
![FYV-Sports_Book-21.jpg](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1465862550717-7NVU7DSYBVGZR7OGCPZB/FYV-Sports_Book-21.jpg)
![FYV-Sports_Book-24.jpg](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1465862573566-KDNLAAGQJI7I4OQLI9RV/FYV-Sports_Book-24.jpg)
![The next piece allowed the group tour director to create a curated follow up after trade shows. It gives the recipient an itinerary and information based on the personal conversation had at the trade show.](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1465862771725-K25EUVJDRMQ3S5PXEIBE/FYV-Sports_Book-35.jpg)
The next piece allowed the group tour director to create a curated follow up after trade shows. It gives the recipient an itinerary and information based on the personal conversation had at the trade show.
![Screen Shot 2017-03-08 at 9.04.13 PM.png](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1489028941751-RDPZT9Z79AUB6V8QPYH9/Screen+Shot+2017-03-08+at+9.04.13+PM.png)
![Screen Shot 2017-03-08 at 9.04.19 PM.png](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1489028880531-5TPL3H3O0TGYTYBBILLN/Screen+Shot+2017-03-08+at+9.04.19+PM.png)
![FYV-Groupt-tour-and-SLVG-_0101.jpg](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1539202740749-ZG5ZL4BJ3IZHHK317E9L/FYV-Groupt-tour-and-SLVG-_0101.jpg)
![FYV-group-tour-impose-02.jpg](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1539202720243-2F5VX90SFYUEAXRRTN4W/FYV-group-tour-impose-02.jpg)
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![FYV-Groupt-tour-and-SLVG-_0132.jpg](https://images.squarespace-cdn.com/content/v1/561554dae4b07177b37f0bba/1539202928862-L8IL32U7GA67UY70666L/FYV-Groupt-tour-and-SLVG-_0132.jpg)
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