Coastal Reset Campaign

Role on project: Lead designer
Client: Visit Half Moon Bay
Company: Noble Studios
When: 2025

Overview

Visit Half Moon Bay needed a refreshed creative direction that would differentiate the destination from other California coastal towns. The goal was to shift the narrative from simply showcasing scenic beauty to communicating the deeper emotional value of visiting. An effortless escape where travelers can slow down, reconnect and reset.

My Role

Visual Strategist & Brand Designer
I helped shape the campaign’s creative direction by developing mood boards, designing ad concepts and collaborating closely with the copywriter to align messaging and visuals. My work translated the strategy into a cohesive visual system across digital advertising and campaign assets.

Creative Direction

The campaign centered around the idea of a “coastal reset,” positioning Half Moon Bay as a place where visitors can escape the pace of everyday life and rediscover calm. Visuals expanded beyond coastline imagery to highlight downtown, farms, the harbor and local experiences, creating a more authentic portrait of the destination. Paired with simple, evocative headlines like “Less go. More whoa.” and “From deadlines to deep breaths,” the campaign reframed Half Moon Bay as an accessible micro-escape for Bay Area travelers.