2024 Advertising Campaign
High Falls Gorge, 2024
Invested in brand recognition, High Falls Gorge (HFG), a scenic Adirondack nature trail complete with gift shop and cafe, had relied on a single branding campaign for years. Knowing that an advertising update was necessary to reinvigorate their image but dedicated to their current campaign, HFG was in search of a refresh that reflected their reliable brand. Focusing on the location’s natural beauty without overstating the experience was key, as HFG understood that while the 30-minute walk is an enjoyable experience, it is also a brief one. I was tasked with creating a campaign centered around the concept: 'Centuries in the Making. A Day to Discover."
Vintage photography reflects HFG’s long-standing presence in the Adirondack community, while the word “centuries” evokes a time before the community even existed, emphasizing the gorge's geological and historic significance. The geometric white frame that once held campaign language has transformed into organic, torn edges of old photographs, and the previously solid white footer dotted with water droplets now becomes a misty, soft-edged design dappled with spray from the falls. These tactile and dimensional elements immerse the viewer in moments past and present before even setting foot on the trail, inspiring a visit to uncover the natural history of the gorge.
Studio: Trampoline Advertising & Design
Creative Directors: Sean Magee, Derek Slayton
Art Director: Rob Hendricks
Account Manager: Amanda McEnaney
Proofreader: Michele Vidarte
Interpretive Signage Illustrations
High Falls Gorge, 2023
I was tasked with creating a series of scientific illustrations to complement the redesign of High Falls Gorge’s interpretive signage system. This process involved a deep understanding of the HFG brand and the updated signage style, a thorough review of existing content, and extensive research into the flora of the HFG nature trail as well as the geological processes and composition of the gorge.
I developed a custom illustration style and created a suite of 27 plant illustrations that captured HFG’s light-hearted and earthy aesthetic while ensuring accurate, realistic depictions of each plant. Additionally, I expanded on an illustrated HFG property map to produce a detailed interpretive illustration of the park’s main pothole, incorporating a callout style to highlight key features and components of the scene.
Studio: Trampoline Advertising & Design
Creative Directors: Sean Magee, Derek Slayton
Art Director: Rob Hendricks
Account Manager: Amanda McEnaney
Proofreader: Michele Vidarte
Gift the Gorge Brand Campaign
High Falls Gorge, 2024
To boost winter visitation, High Falls Gorge introduced the “Gift the Gorge” package, offering recipients an experience at the gorge, including discounts on admission, gift store purchases, and at the Riverview Cafe. I designed the “Gift the Gorge” campaign mark, drawing inspiration from the primary brand by incorporating the rustic logo typeface and brand blue. The accompanying iconography—a gift box with a rushing waterfall as the ribbon—mirrors the brand’s texture while symbolizing a deal overflowing with excitement and opportunity.
The Gift the Gorge branding was rolled out across a comprehensive campaign, which included paid social media advertising, GIPHY animations to accompany organic social media posts and stories, takeaway postcards prominently displayed at the HFG checkout counter, and informational buttons and signage for HFG employees and the gift shop interior.
Studio: Trampoline Advertising & Design
Creative Directors: Sean Magee, Derek Slayton
Art Director: Rob Hendricks
Account Manager: Amanda McEnaney
Proofreader: Michele Vidarte