Laredo Texas Brand Strategy, Visual Identity and Campaign Creation


Laredo Texas was facing a serious brand perception problem. Not only was it not considered a tourism destination, but many were under the impression the city was unsafe. At one point, a news journalist reported from the area with a bullet-proof vest on tv. That image furthered the narrative that the city was in chaos. However, in reality, it's one of the safest cities in America due to being the headquarters of the DEA. Our goal with the rebrand and campaign was to fix that perception and brand Laredo as a prime, drive-market destination.

I created a visual identity system that communicated an authentic Mexican feel rather than "traditional Texas". Not only was that look more authentic, but it fell in line with the fact that the city itself is practically Mexico inside the USA. I used vibrant, cultural colors with traditional Mexican patterns and shapes to communicate the energy of the local culture. 


- Brand Strategy
- Brand Identity Design
- Campaign Design

Stage 1: Strategy & Concepting

We started the process with identifying the key benefits and personality attributes of the brand that we could communicate visually. After we identified the core visual essence of the brand, we began exploring shapes and colors that communicated those specific attributes.  I researched traditional Mexican tiles for shapes and a mix of "papel picados" for the color scheme.

Stage 2: Final Logo & Identity

After exploring multiple options, the client approved a concept based on a look similar to a traditional Mexican tile, but representing the aloe plant. It was an appropriate symbol for the healing that needed to be done to the image and perception of the area. It also communicated an authentic Mexican aesthetic versus traditional American Texas.

Stage 3: Campaign Execution

With our campaign and visual identity in order, we were able to create a wide array of marketing materials spanning across all digital and traditional mediums. We focused on targeting drive markets who were interested in dining, shopping, golf, birding and business meetings.