Vibrant Branding for Visit Tyler: Boosting Customer Engagement
Visit Tyler, the tourism agency for Tyler, Texas, sought to refresh their branding to better attract tourists and align with their diverse community. Their previous identity felt disjointed, overly formal, and difficult to use in marketing, with a color palette often described as "Christmasy." The primary goal was to energize the brand to appeal to a younger audience, while also reflecting the diversity, unique culture, and natural beauty of Tyler.
For the rebrand, I crafted a bright, joyful, and welcoming identity that incorporated elements central to Tyler’s appeal: its famous roses, lakes, forests, and the warmth of Texas sunshine. The updated typography improved readability while maintaining a subtle nod to the original design with a flowing script. The new brand mark embraced an illustrative quality, making it versatile for use across various platforms, from postcards and street flags to social media and business cards.
With the new branding and a lively, engaging website, Visit Tyler saw a boost in tourism interest and went on to win 1st place for Website Design & Effectiveness at the Texas Association of Convention & Visitor Bureaus (TACVB) Annual Conference.
