Visit Greenville
The objective of this project was developing the visual direction and creative for Greenville’s Next Level Luxury campaign. Inspired by modern dating app interactions, the concept invited users to “swipe” through curated luxury experiences, reframing Greenville as a personalized and elevated destination. From the three concepts pitched to the client, my visual concept was chosen.
VisitGreenvilleSC launched the Next Level Luxury campaign, a first- of-its-kind effort targeting this new audience. By redefining luxury as personal, authentic, and elevated, the campaign aimed to expand the brand, attract luxury visitors, and position Greenville as a destination for those ready to vacation beyond expectations.
This campaign won Silver at the 2025 Adrian Awards.
Results
The original messaging for this concept was “Break Up With The Expected”. The visuals paired expected experiences with an unexpected experience, encouraging potential luxury travelers to think outside of the box and seek out unique and personalized experiences in the Greenville area. The client loved the visual direction, but resonated with the “Next Level” messaging. The final concept combined this visual direction with the “Vacation Beyond Expectations”.
Project Type
Role
Senior Graphic Designer
Tools Used
Campaign Concept & Development
Adobe Photoshop
Year
2025
