MARQUETTE COUNTY DOESN'T NEED HELP TO LOOK BEAUTIFUL
The challenge for Marquette county wasn't how to make it look beautiful - nature had taken care of that. The challenge was "how do we show people" Parallel Illustration took on the job, and for the last 4 years, worked up a visual language that let nature tell her story.
WHAT IS A CVB?
CVB, or Convention and Visitor's Bureau, are essentially not-for-profit marketing organizations funded by a local tax. They are tasked with bringing tourism and events to an area, and marketing local businesses, events and tourism hot-spots outside of their region.
Marquette County CVB, or Travel Marquette, needed new visuals to start competing on a more national level. They were completely revamping their brand, and wanted to look sleek, modern, and serious.
WHERE WE CAME IN
Parallel Illustration wasn't brought in to manage the brand - at first. I was simply the graphic designer for the print and digital advertisements. However it quickly became clear as we worked that Marquette needed some clear guidelines on how to market itself.
Clean visuals, new colors, graphics updated for web, and a brand new logo were all on the table for Travel Marquette. It didn't happen all at once for them - it occurred over the course of a year. We tackled the print graphics, and eventually worked our way to the website - updating iteratively and frequently changing our minds about things. This is not a best practice for marketing, but hey, it got results.
And the results speak for themselves. An increase in tourism over 2 years by over 11%. We credit the power of our print ad placement, marketing campaign, and updated visuals that helped put Marquette County on the map for people as a premiere travel destination.
SHO MUCH SHORE
Marquette County is absolutely one of the most beautiful locations on Earth. It has mountains, waterfalls, forests, and endless miles of freshwater lake shore. It practically sells itself as a travel destination for outdoor enthusiasts. Parallel Illustration was tasked with getting that message right. We utilized the photography of Aaron Peterson to build one of the most iconic travel brands in the state. We moved away from cluttering up our print ads with boxes, text and too many photos, in favor of a single "hero image" that would sell the landscape in one photo.
GREAT LAKES CROSSINGS ADS
The Brand itself is all about the fantastic vistas located close to a city of about 40,000 people. Our guidelines stated that we would keep unnecessary text off of the print ads.
Our colors were chosen to match the cool blue of the freshwater shore of lake superior, and the emerald green of the untouched forests. Copy was scaled back to emphasize the photography.