Visit Massachusetts
2023
Proverb
I teamed up with the Boston-based agency Proverb to pitch some branding ideas to their client, Visit Massachusetts. The campaign was built around the ethos of “total hardos” and what it means to be a total hardo.
We referenced historical figures such as Susan B. Anthony and Frederick Douglass, as well as contemporary Boston-based artist Don Rimx, and of course, Matt Damon and Ben Affleck. The directions I pitched captured the essence of the hardo by collaging together images, illustrations, and textures that evoke a serious yet down-to-earth vibe, representing the spirit of Massachusetts.
Each direction I explored was built around portraits, whether of historical figures, artists, or local baseball fans attending a game at Fenway.
Direction 01
Embracing Freeform's penchant for a “road less traveled” direction in style and color, I made bold choices by blending clashing colors and shades that don’t conventionally scream holidays. While there’s a nod to tradition with red and green, it’s not your typical holiday palette.
The imagery is a vibrant mix, featuring graphic patterns reminiscent of wrapping paper, tangible elements like bows and string lights, and straightforward graphic illustrations of ornaments. This concoction aims to infuse a fresh and distinctive vibe into the holiday season, aligning with Freeform’s unique brand identity.
Direction 02
For the show promos, I aimed to let typography take the lead in conveying the message. By weaving iconic quotes from “Home Alone” with brand graphics, we could effortlessly link the quote to the character, creating a lively and engaging way to promote a film or program.
Direction 03
For the show promos, I aimed to let typography take the lead in conveying the message. By weaving iconic quotes from “Home Alone” with brand graphics, we could effortlessly link the quote to the character, creating a lively and engaging way to promote a film or program.