Challenge
Destination Capitol Hill (DCH) had outgrown its brand. The visual identity no longer reflected the energy, influence or importance of bringing the travel industry together to advocate for its future. The challenge was to create a bold new identity – one that elevated the experience while staying true its purpose.
Approach
Inspired by America 250, I went bold, red, white and blue, oversized type, stars, stripes, lines and custom iconography. The U.S. map became a key graphic, representing the many destinations and voices that make up the travel industry. I created a flexible visual system that could carry the brand across everything from large-scale event graphics to digital communications.
Result
A bold new DCH identity that felt distinctly American, energetic and modern, while keeping the focus on what matters most: travel unites us. The visual identity gave DCH a bold, unmistakable presence that stood apart in a crowded landscape of organizations advocating on Capitol Hill.