Reimagine Portland came together with Portland Bureau of Transportation to create Portland's first Staycation campaign. A happenstance coalescence of multiple events on one weekend lended itself to a 3 day celebration of what downtown Portland has to offer. The group asked me to start with a brand so we could shop the idea around, and from there it snowballed into what it is today. From there Downtown Portland, Portland Alliance, Sunday Parkways, Travel Portland, Travel Oregon, Alaska Airlines, Prosper Portland, and many more, jumped in to offer both financial and structural backing. As the campaign has grown, there are more and more pieces being built out, and it is growing and evolving organically. As for the direction, I aimed to channel the city’s quirky personality by combining a fun, mid-century design with a vintage postcard aesthetic—creating pieces that felt less like ads and more like a natural part of Portland’s ongoing conversation. When it comes to the language and tone, I wanted to keep it light with a combination of welcoming headlines and cheeky, Portland-specific one-liners (yes, even backyard chicken jokes made the cut).
