The Land Of

Brand Manager | Brand Strategy | Production Team 

“Land Of” is the cornerstone brand campaign for Visit SLO CAL, designed to showcase the incredible diversity of California’s Central Coast region, from coastal cliffs to wine country, from adrenaline-fueled adventures to quiet moments of rest. The challenge: how do you unify such a wide range of climates, communities, and offerings under one clear and compelling message?

As Brand Manager, I helped shape the campaign’s central idea: a storybook-style narrative that threads all of SLO CAL’s identities into one cohesive world. Each destination became its own chapter, each experience, a page in a larger story about freedom, connection, and discovery. We leaned into poetic, open-ended language and a warm, cinematic tone to invite travelers to write their own version of SLO CAL.

My role included brand strategy across platforms for visual storytelling, with a focus on capturing the region’s soul, not just its scenery. From scripting to content planning, I helped ensure the campaign felt immersive, flexible, and emotionally resonant—capable of evolving across seasons and formats.

“Land Of” continues to serve as the foundation for Visit SLO CAL’s marketing efforts, bringing the region’s many personalities together under one aspirational, unforgettable banner.