Visual Direction & Campaign Design
Creative work produced for Visit Jacksonville, supporting tourism campaigns across social and digital platforms. My role focused on visual direction, content design, and platform-specific storytelling, working closely with internal stakeholders and external agencies.
ROLE
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Visual direction & content design
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Campaign creative across social and digital platforms
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Video: pre-production, production, and post-production
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Collaboration with internal teams and external agency partners
Integrated Campaigns & Agency Collaboration
Served as an internal creative partner to an external agency during the Visit Jacksonville website relaunch and annual visitor publications, contributing to visual direction, content structure, and cross-channel consistency. Helped bridge strategy, design, and execution across digital and print.
Social-First Campaigns
(Concept → Execution)
Developed campaign formats designed to feel native, not branded. Ex: The “Hidden Gems” series highlighted local spots through short-form video content that prioritized authenticity and discovery, allowing the brand to support the story rather than lead it.
Influencer & Community Programs
Led creative coordination for local micro-influencer partnerships, shaping content direction while allowing creators to maintain their voice. Supported influencer events and campaigns that balanced brand guidelines with organic, community-driven storytelling.
Multi-Partner Brand Programs
Led creative promotion for established destination trails such as the Jax Ale Trail, through cohesive visual assets and partner collaboration. Also helped shape the early concept and creative foundation for the Coffee and Donut Trail before its public launch.
HIGHLIGHTS
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Supported a 10% year-over-year increase in social engagement through refined creative direction and platform-specific storytelling
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Helped maintain and evolve established brand initiatives, including the Jax Ale Trail, while contributing to the early foundation of the Coffee & Donut Trail
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Strengthened partnerships with local businesses, creators, and agencies to support citywide campaigns
