When In Roane Tourism Campaign
Blending nostalgia and adventure to remind visitors why Roane County feels like home.
My Role: UX/UI Designer | Company: Roane Tourism – Roane Alliance | Year: 2023
Overview
I led the “When in Roane” tourism campaign for Roane County, TN, an initiative by the Roane Alliance to boost tourism and highlight everything the area has to offer. Inspired by the phrase “When in Rome,” the campaign encouraged visitors to experience Roane County’s many attractions and hidden gems, showcasing opportunities to make lasting memories along the way.
To bring that spirit to life, we incorporated nostalgic design elements like Polaroid-style frames, sparking a sense of warmth and personal connection.
From concept to launch, I led the campaign’s creative development, designing the logo and visual identity, building a user-focused landing page, and extending the brand across digital and print channels. I also created merchandise concepts to expand the campaign’s reach and visibility.
The result was a cohesive campaign that blended strategy, storytelling, and nostalgia, inspiring travelers to see Roane County as a place filled with experiences worth remembering.
Campaign Brand Identity Toolkit
Roane County: Where adventure meets relaxation. The logo reflects the landscape, with the sun symbolizing warmth and community, the 'R' forming a wave for Watts Bar Lake, and a nod to the Smoky Mountains beneath.
Campaign toolkit featuring writing style, logo design, color palette, and supporting graphic elements.
When In Roane Landing Page
Responsive campaign landing page featuring a dynamic slider, top attractions section, and events module, all designed to promote and highlight the diverse possibilities Roane has to offer.
This campaign landing page features a dynamic hero slider, creatively showcasing Roane's attractions through polaroid frames and complementary imagery. Designed to immerse users in each highlighted experience, each slide aims to inspire and convert visitors into exploring Roane firsthand.
Campaign Merch Design
T-shirt, koozie and sticker pack merchandise options.
Tote bag, key chain and gift bag merchandise options.