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
