As the Oregon Coast’s creative partner over the past decade, Holly first developed the groundbreaking The People’s Coast brand while head of brand strategy for Travel Oregon, in partnership with her creative team at Wieden + Kennedy. The People’s Coast was inspired by the trailblazing 1969 bill that declared all 363 miles of Oregon’s coastline forever public, hence, owned by the people. When it was time to refresh the creative, Lookout infused the new look with an earthy, coastal palette and simplified the mark, keeping the whimsical whale’s tale and iconic 101 sign motif. Headlines with bold type disappearing behind lighthouses and sea stacks paired with vignetted photos draw the reader in to the coast’s wonder and mystery. Evocative headlines invite visitors to explore the coast on their own terms — “If you ever find yourself thinking the world revolves around you, come visit the Oregon Coast and think again.”
Team: Holly Macfee, Dani Guralnick, Andrew Dickson.