Objective: Build brand reach and affinity for the Whitewater Center to drive attendance and revenue.
The Whitewater Center is a 1,300 acre outdoor recreation facility in Charlotte, NC featuring the world’s largest manmade recirculating whitewater river, the world’s first deep water solo climbing complex, and over 50 miles of singletrack. As Creative Director, I led an in-house creative team and external partners to strategize and execute brand deliverables across all consumer touchpoints. Deliverables included new brand guidelines and all content housed within the brand’s digital ecosystem and physical extensions. Our efforts attracted over 1.3 million guests, 6 million online pageviews, and $23 million annually.
My Roles: Brand and Content Strategy, Creative Direction, Production, Personnel and Project Management
Brand Guidelines
Brand Guidelines defined the brand personality, values, and logos that drove branded copy, photography, videography, and design.
Digital Ecosystem
Management of the digital ecosystem included the strategy, optimization, and analytics of four web presences, e-commerce solutions, all social media handles, online video, as well as e-mail, display, and search engine marketing.
Physical Extensions
Physical extensions of the brand included all advertising channels, apparel, on and off site signage, event and experiential collateral, as well as interior and exterior environments.