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
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.
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.
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.
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.
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.