Avila Beach
Pick Your Paradise
Promotional Materials
Overview
This project focused on creating a cohesive promotional campaign that highlights Avila Beach as a destination for both tourists and local visitors. Through photography, branding, and marketing collateral, I developed a unified visual identity that celebrates the area's natural beauty, local businesses, and hidden attractions while encouraging visitors to experience everything the community has to offer.
The Challenge
While Avila Beach is widely recognized for its coastline, the surrounding community offers hiking trails, local businesses, dining, and outdoor recreation that many visitors overlook. The goal of this campaign was to encourage exploration beyond the beach by creating promotional materials that showcased Avila Beach as a complete destination.
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Graphic Designer
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Five weeks
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Illustrator | Photoshop | Lightroom | Figma
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Brand Identity | Campaign Design | Print Design | Social Media | Photography
Goals
Increase tourism awareness
Highlight lesser-known attractions
Create a consistent destination brand
Appeal to both visitors and locals
Brand Identity
The visual identity for this campaign was designed to celebrate Avila Beach's relaxed coastal atmosphere while creating a cohesive experience across print, digital, and promotional materials. Soft coastal colors, bold typography, and immersive photography work together to highlight the area's natural beauty and encourage visitors to explore beyond the shoreline.
Unlike creating a brand from the ground up, this project focused on building upon an existing identity. The official Avila Beach wave logo was provided as part of the project, allowing me to explore how established brand elements can be extended into a cohesive marketing campaign across multiple touch points. This experience strengthened my ability to design within existing brand guidelines while introducing new visual elements that support and elevate the overall identity.
Similarly, "Pick Your Paradise" was an existing phrase commonly associated with Avila Beach rather than an original campaign slogan. Incorporating an established tagline challenged me to create a visual system that complemented existing messaging while giving it new life through consistent branding and promotional design.
Logo
Color Palette
Typography
Tagline
Final Design
Outdoor Advertising
Posters
A series of promotional posters encourage visitors to discover lesser-known attractions throughout Avila Beach. Bold typography paired with immersive photography creates high visual impact while reinforcing the campaign's "Hidden Gems" message.
Print Materials
Brochure
The brochure introduces visitors to attractions, dining, and outdoor activities while maintaining a consistent visual identity throughout. Clear information hierarchy and vibrant photography create an engaging guide that is easy to navigate.
Social Media Campaign
A series of Instagram posts promotes local businesses, scenic destinations, and community experiences while encouraging visitors to engage with Avila Beach before and during their trip.
Promotional Merchandise
The promotional tote bag extends the campaign beyond traditional advertising by providing visitors with a functional keepsake that reinforces the Avila Beach identity long after their visit.
Reflection
This project challenged me to think beyond designing individual deliverables and instead focus on creating a complete brand experience. From promotional posters and social media to merchandise and print materials, every piece needed to work together to tell a consistent story about Avila Beach. Working with an existing logo and established messaging also taught me the importance of respecting brand guidelines while finding opportunities to expand and strengthen a visual identity. It reinforced that successful campaigns are built through consistency, strategy, and thoughtful storytelling, not just individual designs.