visit

fort

worth

For Visit Fort Worth’s Cultural District campaign, I led creative direction for a place-based initiative designed to reframe how regional audiences experience one of the city’s most concentrated cultural destinations.

Rather than promoting individual institutions in isolation, the work focused on presenting the Cultural District as a connected, walkable experience — inviting visitors to arrive for the art and stay for the broader sense of discovery.

The campaign established a flexible creative system built from existing and newly curated visual assets, allowing multiple museums and attractions to feel unified without losing their individual character.

Creative emphasized atmosphere, proximity, and unexpected moments — supporting a narrative that felt both inviting and expansive, while remaining grounded in the District’s authentic cultural depth.

The campaign helped increase regional awareness and interest in Fort Worth’s Cultural District, contributing to stronger engagement with Visit Fort Worth’s cultural content and reinforcing the District’s position as a distinct destination within the city’s broader tourism story.

More importantly, the work reflects a thoughtful approach to place branding — balancing clarity and curiosity while encouraging audiences to discover value beyond the initial draw.

An art gallery with framed paintings and sculptures on pedestals, and an outdoor space with a walkway, trees, and a building in the background.
Two images are shown; the top image features a dark indoor space with horses and the text 'Go for the ride.' The bottom image shows a sunny park with green trees and grass, with the text 'Stay for the journey.'
A rooftop with a view of a city skyline, divided into two parts. The upper part shows a grassy space with trees and buildings in the background. The lower part features a colorful pop art portrait of Marilyn Monroe. Overlaid text reads "Go for space" on the grassy area and "Stay for stars" over the portrait.
An art installation of a humanoid sculpture with a head shaped like a cup, sitting on a chair made of coiled material inside a modern building with large glass windows. On the right side, a cityscape view with buildings, trees, and a clear sky. Overlay text reads: "Go for a moment. Stay for a while.".
Billboard promoting Fort Worth with images of butterflies, a person walking in a field, and text saying 'Go for art. Stay for wonder. Cultural district. Visit Fort Worth.'
Collage of pictures promoting Fort Worth's cultural district, including art galleries, sculptures, architecture, and visitors walking near buildings and sculptures.
A collage of digital banners promoting Fort Worth, Texas. The banners feature images of sculptures, art, gardens, and butterflies, with messages about exploring the city's cultural district, museums, galleries, gardens, and embracing the unexpected.