Smell the Roses Campaign

January 2024

Partnered with: Visit Pasadena + Pasadena Convention & Visitors Bureau

Overview:

The Pasadena Convention & Visitors Bureau reached out to collaborate on the launch of their new online shop. We pitched a fresh concept—Smell the Roses—a campaign encouraging locals and visitors alike to slow down, explore the city, and savor its culture.

We developed the campaign identity, messaging, and a product line including apparel (shirts, crewnecks, hats) and accessories (socks, water bottles). The tone was nostalgic yet modern—rooted in Pasadena but made to travel.

PASADENA CLSC. Contributions:

• Campaign concept + brand messaging
• Product design + fulfillment
• Visual identity (graphic, type, layout)
• Merch suite: shirt, hat, socks, water bottles

Impact Highlights:

• Campaign debut for Visit Pasadena's online shop
• 5 custom product types designed
• First collab between PASADENA CLSC. and city tourism bureau