San Diego Airport
This project involved creating a comprehensive visual strategy to boost retail sales during the San Diego International Airport's peak travel seasons. The core focus was to create a cohesive and captivating visual experience for travelers, driving awareness and engagement to the exclusive savings at concession shops. The campaign strategically leveraged various touchpoints, including prominent column decals throughout the airport, custom-designed employee shirts to unify the promotional message, and targeted paid social and digital display advertising to maximize reach and impact.
2023 Holidays
For the 2023 Holiday Season, the visual strategy focused on developing nondenominational holiday imagery that resonated with a diverse traveler base. A key challenge was designing employee shirts within strict parameters: a maximum of four brand-aligned colors. This required the creation of multiple color palettes to accommodate various shirt colors, ensuring visual cohesion across all designs. All final artwork was meticulously prepared as print-ready, color-separated files to ensure seamless production and consistent brand representation.
2024 Spring
The Spring 2024 campaign brought a fresh, seasonal energy to the airport. Recognizing spring as the start of baseball season, color palettes similar to local teams were strategically incorporated, without using any specific brand imagery. Complementing this, I developed two additional companion designs centered around the broader theme of spring and flowers. This included creating a flower character alongside imagery inspired by the iconic Carlsbad Flower Fields, a beloved San Diego spring landmark.
2024 Holidays
Building on the success of previous campaigns, the 2024 Holiday Season initiative further refined the visual approach to resonate with the holiday traveler. The main inspiration for this campaign was the iconic ice-skating rink at the Hotel del Coronado, a cherished local tourist destination. To uniquely tie the employee shirts into this specific San Diego holiday theme, an image of a playful sun character riding a wave with a sandman on the beach was created.
