78 Social Branding

'78 Social Diplomat Society branding overlayed on an image of blue and gold postcard invitations.

An exclusive Louisville Tourism diplomat program with high-end branding and a little southern charm.

Art direction, Branding

Our team was asked to reposition Louisville Tourism's ambassador experience as a premium, invite-only membership that connects diplomats with other influential members in Louisville. With Louisville being known as the "Gateway to the South", the program needed to preserve an established and southern feel, while still having a modern-day appeal.

To support 78 Social's goals of being a prestigious community, I designed the logo to be monogrammatic, utilized a sophisticated color palette, and created branded patterns to add visual variance and brand support when dealing with materials such as packaging or marketing collateral.

Suite of all logo options including the primary logo, secondaries, and two emblem options for small use cases.
Spread from brand guidelines, outlining brand typefaces and colors.
Brand guidelines cover and interior page for brand tone.
Brand guideline interior pages for brand positioning and photography.
Brand guideline interior pages for acceptable and unacceptable logo treatments.
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When invited to become a member, diplomats receive a gift box filled with branded collateral, including a key lapel pin. This key signifies their new ability to unlock upcoming opportunities, such as access to exclusive experiences and unparalleled networking possibilities. We continued to use that key motif throughout the campaign in support of the other brand assets.

Looping animation of the 78 Social log reveal.
78 Social welcome box exterior and interior, showing the inside pattern and die cut for the inset key placement.
A collage of welcome materials that are included in the gift box. Included is a welcome letter, branded t-shirt and socks, a 78 Social key lapel pin, and a branded rocks glass
Additional invitation postcard with a QR code to visit the brand's online platform to watch the introduction video.

78 Social's new visual identity provided a unique distinctiveness when compared to similar programs in similar markets. They now had the tools to continue gaining equity and prominence in the hospitality industry.

The new 78 Social not only incentivized an increased budget, but also unlocked more opportunities for other Louisville Tourism departments to continue working with Doe-Anderson for future marketing campaigns.

Creative Direction

Zach Stewart

Miles Harvey

Art Direction

William Schultz


Jay Boone

Project Management

Meghan Clark

Account Management

Claire Tidmore