Problem: In 2017, Charlottesville became synonymous with alt-right extremists and white supremacy. We were tasked to change perceptions and show potential visitors what Charlottesville really had to offer—a welcoming, loving community of locals, an amazing breadth of beautiful landscapes, East Coast wine country, world-class dining and so much more.

Idea: If all you know about C’ville is wine, weddings, or what was in the news, you might think you’ve seen it all. Or seen enough. But there’s more to C’ville than that.

Role: Lead copywriter defining new brand voice for their tourism board. Oversaw print, visitor guides, digital and video advertising.

Art Direction/Design: Laura Hershel