Explore 915 Illustrated Gift Set

Role: Creative Direction and Design (Hello Amigo)

Overview

Explore 915 is a hand-illustrated promotional gift set created to celebrate and promote the vibrant culture of El Paso. Designed to delight both locals and visitors, the set aimed to capture the city’s unique character through playful yet thoughtful visual storytelling.

Approach

I designed a locally inspired city guide paired with a companion website, all packaged in a custom-illustrated box. Each element blended detailed hand illustration with strategic design choices to create a cohesive brand experience. The project extended into additional El Paso–themed pieces, including an illustrated card game, puzzle, and sticker sheet, reinforcing the city’s story across multiple touchpoints.

Impact

• Strengthened El Paso’s brand identity as a vibrant, creative destination

• Created a memorable, tactile gift experience that extended brand engagement beyond digital channels

• Inspired further illustrated brand collateral, expanding the visual storytelling of the city