Holly’s roots with the Oregon wine industry run deep. During her tenure at Travel Oregon she championed the growth of culinary and agritourism for the state, helped launch the internationally acclaimed FEAST Portland food event, and created the multi award-winning Oregon Bounty culinary campaign.
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Oregon Wine Board: The Oregon Wine Board hired Lookout to imagine a bold new brand for their Oregon Wine Month program that would embrace Oregon winemakers’ spirit of rugged individualism, evoke the artistry and high quality of our wines, and stand out in the chaotic retail environment. The positioning “Wildy Sophisticated. Properly Oregonian” was paired with an upside down (we drank it all!) wine bottle against a striking Pinot noir hued background.
Team: Holly Macfee, Kelly Wright, Jess Vacek
Lookout also developed the Oregon Wine Trail brand kit for a series of national consumer, media and trade events featuring 60+ Oregon wineries.
Team: Holly Macfee, Dani Guralnick