+ City of Pasadena
Visit Pasadena Tourism Recovery CampaignOur roles
Overview
After the Eaton Fire, Visit Pasadena faced a delicate challenge: encouraging visitors to return while honoring the communities most affected. Partnering with Visit Pasadena, we built a recovery campaign that united residents and travelers around a simple truth: Pasadena is a city best shared. Our goal was to help visitors reconnect with Pasadena in a way that supported local businesses and honored the people still recovering.
SUCCECSS METRICS
- 3-Phase campaign rollout: Local, Statewide, National
- Increased local business engagement and tourism sentiment
- Strengthened Visit Pasadena’s long-term storytelling framework
- Elevated community participation through real resident features
- Poppy Award Winner, Best Sustainability or Resilience, Visit California
Conceptual mockup
Conceptual mockup
The campaign centered on authenticity, telling stories of resilience through families, local businesses, and Pasadena’s diverse cultural spaces that shape Pasadena’s identity. Real business owners, including some Altadena residents who lost their homes in the fire, became the heart of the narrative, showcasing strength, care, and interconnectedness that define the Pasadena and Altadena communities. This was more than a tourism campaign. It was a heartfelt expression from residents welcoming thoughtful tourism, and one that Visit California recognized with a Poppy Award for Best Sustainability or Resilience.
“A city best shared means every story matters—from the local barista to the visitor discovering Pasadena for the first time.”
Conceptual mockup
We created a clean, innovative design system where photography and typography carried emotional weight while remaining true to Visit Pasadena’s identity. This creative foundation spanned across digital platforms, ensuring consistency and connection across touchpoints.
“At the heart of the campaign were the people and businesses navigating recovery while continuing to show up for their community.”
Our messaging was cross-cultural and inclusive, positioning Pasadena as a destination defined by care and connection. Taglines like Small City, Big Heart; Small City, Big Comeback; and Small City, Big Vibes embodied the collective optimism that guided the city’s recovery and renewal.
The campaign framework scaled from local to national audiences while preserving tone and clarity. It empowered future storytelling efforts and reinforced responsible tourism—travel that honors Pasadena’s culture, community, and environment.
Conceptual mockup
“The campaign created a thoughtful framework for welcoming visitors back while supporting local businesses and cultural spaces.”
Conceptual mockup
+ Awards
California Poppy Award – Best Sustainability or Resilience Award
2026
