Destination BC

In British Columbia, nature rules supreme, and when you're here, you feel it. We aimed to give Destination BC a bold new identity that truly represents the province's connection to the wild. The new brand introduced Great Forest, a custom font inspired by wood carving to capture the ruggedness of BC's terrain—it also became the cornerstone design element for the brand, igniting a moodier and curious tone.

Agency
Camp Pacific

Year
2014-2018

Recognition
Brand New: Best Global Identities
Youtube's Top Ad's
Marketing Awards
Applied Arts
Lotus Awards
Webby Awards
One Show (shortlist)
Cannes Lions (finalist)

Role
Associate Creative Director, sr. Art Director

I took on a key creative role in overseeing the global re-launch of Destination BC in 2014. I established a new look and feel for brand imagery by collaborating with renowned travel photographers, filmmakers, and influencers to enhance the new identity. In my role as an account Associate Creative Director, I provided creative guidance for quarterly campaigns, serving as a brand steward to maintain a consistent, and high design quality.

In my capacity as Senior Art Director, I crafted unique brand designs and created award-winning campaigns for both local and global initiatives.

ēthos
Identity, Type Design

Richard Hadden
Cheif Creative Officer

Gae Wakabayashi
Brand Consultant

Catherine Piercy
Brand Strategy

David Giovando
ACD, sr. Copywriter

Jake Gauthier
Art Director

Greg Kieltyka
Copywriter

Alex Tench
Digital Designer

Pia Redway
Project Manager

Natalie Wu
Account Services

Michelle Man
Account Services

Kaya Wiggens
Account Services

Gisele Fisher
Account Services