Explore St. Louis
All work for Explore St. Louis is speculative. In Strategic and Visual Design II class in the 2026 Spring Semester I rebranded and launched a campaign for my brand of choice: Explore St. Louis.
The problem? St. Louis tourism is often directly targeted at young families. And while that is great, there is a whole demographic of people like myself who A. don’t have kids, B. aren’t looking to go to the zoo for free C. are tired of St. Louis being continuously dogged on social media for not being fun or cool enough! I identified youth and young adults as a strong potential market that was virtually untapped by Explore STL. However, these weren’t the only problems I saw Explore St. Louis facing. The Arch as a symbol was overused in terms of brand imagery. These realizations sparked my speculative campaign: More Than The Arch.
Sidewalk stickers
To the left is a mock-up example of sidewalk stickers that would appear around the city with strategic copy. This one for example would be put on a sidewalk within the Gateway Arch park grounds. Each sticker’s QR code would lead to targeted Explore STL content marketing.
These ideas all started from just a few sketches. More coming on this campaign soon, stay tuned.
As a part of this rebrand & campaign I…
Created a new branded position statement, logo & color palette, designed print ads, and launched OOH marketing.