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Campaign Concept
VISIT CALIFORNIA
Created in collaboration with Villavicencio Studio, developing a visual campaign concept through illustration, iconography and graphic design.
At the core of the project is a modular visual language, translating California's most recognizable landmarks, landscapes and experiences into a cohesive campaign system.
A custom icon system was created to capture iconic locations and experiences through simplified forms, balancing clarity, consistency and immediate recognition.
The visual language extends across posters, large-format graphics and promotional assets, demonstrating how the system adapts consistently across multiple campaign touchpoints.
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