Elevating Filoli’s Identity through an Evergreen Campaign
Filoli aimed to reassert itself as a dynamic, inclusive Bay Area destination. The campaign increased engagement by replacing static imagery with vibrant, human-centered storytelling that reflected its DEAI values.
With limited awareness and underrepresentation as key challenges, the approach used lifestyle-focused visuals and a multichannel strategy across digital, social, and print. Scalable, nature and architecture inspired design elements created a cohesive system that brought Filoli’s personality and seasonal beauty to life.
- Client
- Filoli
- Year
- 2024
- Role
- Art Director, Designer
- Industry
- Arts & Culture
- Services
- Art Direction, Campaign Development
Digital Campaign
Custom illustrated visuals and adaptable templates were created to resonate with segmented audiences, ensuring that different demographics and interests were addressed through tailored content. The templatized design approach allowed for easy adaptation by other designers, maintaining brand consistency while enabling customization for specific campaigns.
Out of Home
Designs were scaled to a variety of out-of-home applications, including building wraps, train/bus shelters, underpass displays, banners, and billboards. This required a flexible design system that could maintain visual integrity and brand consistency across vastly different dimensions and viewing distances. Key elements like the arched forms and seasonal design components were adapted to ensure readability and impact, regardless of the size or placement of the advertisement.
Gift Shop Apparel
Designs were scaled to a variety of out-of-home applications, including building wraps, train/bus shelters, underpass displays, banners, and billboards. This required a flexible design system that could maintain visual integrity and brand consistency across vastly different dimensions and viewing distances. Key elements like the arched forms and seasonal design components were adapted to ensure readability and impact, regardless of the size or placement of the advertisement.
