Tucson x Chicago
To launch Visit Tucson’s new brand, we brought the heat of Southern Arizona to The Windy City.
A citywide activation that fused food, culture, color, and connection—introducing Tucson as bold, warm, and unapologetically different.
scope —
art direction/illustration/packaging/logo/branding/merch
Bold, bright, & unmistakably Tucson.
Transit posters and an L Train wrap introduced the brand across the city before the main activation.
Custom illustrations highlighted warmth, friendliness, and landscape—creating an emotional introduction to place, not just a destination ad..
Free tacos. Real connection.
A local Mexican chef, a custom-wrapped food truck, and Chicago’s annual ice skating rink all coming together to bring Tucson’s flavor and warmth directly to the people.
The campaign embraced difference, individuality, and the city’s funky spirit—welcoming all kinds of people, not one type of traveler.
