Rutherford

branding, digital design, print design

The Agency Marketing Group’s work with Rutherford County won us The 'Excellence Award' by The Academy of Interactive & Visual Arts as a part of the 2020 Communicator Awards. We took home the first place win in the Integrated Campaign category for our concept and execution of our “Moments That Matter” Campaign. For that same campaign we were awarded Silver in the 2020 Davey Awards.

I was tasked with conceptualizing a creative campaign to pitch to a potential new client. The client at hand was the tourism sector of nearby Rutherford County. We wanted to present and idea that was executed in multiple ways to show versatility, creativity, and design skill. To present to the client I created a color palette, hand lettered logo, social media mockups, billboard touch points, and a motion graphic video.

In order to bring attention to our versatile creativity, my concept lets others “fill in the blank” with the plethora of possibilities of things to do in Rutherford County. I took apart the word to mean “R (are) U (you) THER (there) FOR D____ (driving, dancing, dreaming, etc.)”

We won the client over with this pitch because they were awed by our creativity when given no direction. We took over their tourism sector to work on their social media and traditional marketing needs. In the gallery below you’ll see some of the creative we created for this pitch.

We took on the project of updating their tourism logo to echo the same values & imagery with a new fresh logo. A few key things we addressed in the Rutherford County logo refresh was balancing out the emphasis and pushing the visual cue a bit more. “Lake Lure” was too prominent and they wanted to better represent the whole county by adding “Chimney Rock”. For the icon, we more explicitly pushed the “mountains to main streets” tagline by visually showing a mountain, a water feature, and a street.

We launched a campaign titled “Moments That Matter” after getting settled with the client, and have continued to work within that branding on various pieces across all media.

Below is collateral I have designed for the client since then. One of my favorite parts of design is seeing the evolution of a concept from the ideation to the execution, to the back to the drawing board, and executing again phases. The illustrative icons were created for use as instagram highlights and were later adapted to be used on print materials as well.

Being Art Director I am responsible for being on set at photoshoots to either hop in front of the camera as needed / help create compositions for the photographer. This is where my attention to detail really shines. When working at a photoshoot for such a large client it’s always extremely important to consider the wide variety of projects that these photos will be used for as opposed to just being social media focused.