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.
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.
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.