Go Fall In!
Campaign Concept Development | Design & Art Direction
Holden Arboretum and Botanical Gardens—a family-friendly outdoor destination—wanted to invite people to enjoy their fantastic, once-a-season autumn colors.
So, my team and I invited people to “Go Fall In” at Holden Arboretum, a bold and playful campaign focused on brilliant autumnal colors, natural solitude, and epic family fun.
A Not-So-Secret Hidden Gem
Holden Arboretum competes with other high-quality outdoor venues for fun and natural solitude. To stand out, my team and I developed a custom look and voice that positioned Holden Arboretum as the premier destination for families to fully immerse themselves in the fall season. As part of Holden’s fall festivities, Skeleton Grove served as a main attraction, inviting families to wander into a forest adorned with skeletons styled by Cleveland’s premier local artists and enjoy events set within the whimsical grove.
The visual system was inspired by vintage tourism ads, pulling bold typography combinations, stark graphic elements, and colors inspired by Holden’s fall season. The Go Fall In logo features custom type and sets the tone for the rest of the campaign while pairing well with the Skeleton Grove logo, which strikes the balance of spooky-not-scary. Supporting graphic elements reference vintage poster design and incorporate leaf forms native to the Arboretum. Photography focused on highly saturated examples, highlighting Holden’s grounds and the people who enjoy them.
Truly More Fall Than All
In support of the campaign, my team and I developed CTV and social videos that position Holden Arboretum as “more fall” than, well, just about everything. We continued to support this message, sprinkling in support for Skeleton Grove, creating across channels like billboards, social posts, digital ads, E-blasts, ground stickers, and merchandise.
