Explore 915 Branded Promotional Kit

Role: Creative Direction and Design (Hello Amigo)

Overview

Explore 915 is a hand-illustrated branded promotional kit 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 printed city guide, sticker sheets, and pins, all brought together in a custom-illustrated box that captured the spirit of El Paso. Each piece combined detailed hand illustration with strategic design choices to create a cohesive brand experience. To extend the project digitally, I designed a companion website where users could answer prompts to plan a personalized day in the city. The work also expanded into an El Paso–themed illustrated card game, further reinforcing the city’s story across multiple touchpoints.

Impact

• 300+ promotional kits distributed, increasing brand engagement by an estimated 35%

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

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

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