Visit Massachusetts
2023
Proverb
I teamed up with the Boston-based agency Proverb to pitch some branding ideas to their client, Visit Massachusetts. The campaign was built around the ethos of “total hardos” and what it means to be a total hardo.
We referenced historical figures such as Susan B. Anthony and Frederick Douglass, as well as contemporary Boston-based artist Don Rimx, and of course, Matt Damon and Ben Affleck. The directions I pitched captured the essence of the hardo by collaging together images, illustrations, and textures that evoke a serious yet down-to-earth vibe, representing the spirit of Massachusetts.
Each direction I explored was built around portraits, whether of historical figures, artists, or local baseball fans attending a game at Fenway.
Direction 01
For this initial direction, I focused on a curation of powerful imagery designed to collage seamlessly with rich, textural details. I paired these visuals with bold typography to ensure the messaging landed with high impact. By blending historical photos with hand-inked elements, I was able to accentuate silhouettes, giving the work a tactile, human touch. Overall, this direction felt the most robust and versatile—proving it could thrive just as successfully in out-of-home (OOH) environments as it would on social platforms.
Direction 02
Building on the previous route, this direction shifts the focus from a singular catchphrase to a series of inspirational platitudes, used to enhance historical spotlights on iconic figures from Massachusetts’ past. The aesthetic is a tasteful, sophisticated collage paired with "salt of the earth" typography and messaging. It’s an approach designed to feel both timeless and deeply human, grounding the prestige of the historical subject matter in a relatable, honest visual style.
Direction 03
This final route is a nod to classic pop art and contemporary design. I utilized a high-contrast palette where bold, organic shapes interact with the perimeter of the frame, while motivational copy is layered directly into the grain of black-and-white imagery. By using unconventional crops and sharp, angular shapes for the photographic elements, I created a visual tension that keeps the work feeling grounded, modern, and unapologetically bold.