Visit Arizona in partnership with Leave No Trace Center for Outdoor Ethics has formed AppreciateAZ, an initiative aimed at promoting sustainable tourism across Arizona’s spectacular landscapes and incredible destinations. Through seven key principles, AppreciateAZ aims to provide explorers with the knowledge of how to responsibly enjoy all that the Grand Canyon State has to offer. Our goal was to create a series of posters that can both educate and captivate travelers. At the heart of the program is the idea that people form longer lasting connections with nature when they understand how to protect it.
Our approach was to create a visual concept that would: Spark interest in our target audience and elicit pride from our coalition partners Live up to the breathtaking vistas this program is meant to support Be flexible enough to work with all seven principles across a number of executions
The result was a series of illustrations that showcased different areas of the state and different ways in which visitors could travel responsibly -- tying each principle to a specific travel experience. We kept the typography clean to balance out the intricate illustration style while the color palette mirrored the natural tones one finds across Arizona.
First and foremost, these pieces have worked to educate visitors, drawing both attention and awe from those looking to learn more about how they can help preserve the state's natural resources and beauty. The posters have been in high demand from both visitors and coalition partners -- with many people asking if they can buy these as art for their homes. The creative also just recently won gold for illustration and art direction of the year at the American Advertising Federation ADDY Awards Phoenix, and will move on to regionals.