How thoughtful design and storytelling transformed a West Texas destination brand
Discover San Angelo had the story—what it needed was a visual identity to match. As Creative Director, I led a complete creative evolution that helped the destination stand out across Texas tourism. Our focus was to unify every touchpoint—from visitor materials to community engagement programs—into one cohesive narrative that captured the spirit of where cowboys meet creatives.
The Challenge
San Angelo’s marketing materials looked professional but didn’t reflect the city’s true character. The brand leaned heavily on its western heritage but lacked the creative spark that defined the community. The goal was to design a system that balanced both identities and inspired locals and visitors alike.
The Solution
Through an integrated creative strategy, I redefined how the city communicated visually and emotionally.
Key initiatives included:
Visitors Guide Redesign — A fresh layout that showcased local experiences and neighborhoods in a modern, editorial format.
Tourism Luncheon Design — Full event branding including a 20-page program and environmental graphics built around the theme “Cowboys and Creatives.”
Insider Program Branding — Developed a community-focused identity encouraging residents to champion their city.
The Impact
The rebrand not only elevated the destination’s visual consistency—it also deepened local pride and statewide recognition.
Awards: Best Destination for Arts & Culture and Best Visitor Center in Texas (Texas Travel Awards)
Results: Increased media visibility, stronger partner engagement, and improved visitor perception
Long-Term Value: Established a creative foundation that continues to guide San Angelo’s tourism marketing
