Coastal Reset Campaign
Client: Visit Half Moon Bay
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 moodboards, designing ad concepts and collaborating closely with copywriters 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.
