EXPLORE MINNESOTA
Travelers and residents around the world seek to understand how communities and cultures shape a destination. This campaign answers “What can I be a part of in Minnesota.”
“Star of the North” invites people to deep dive into immersive story telling and understand Minnesota’s unique, collective culture. It showcases docu-style assets, including an unscripted video series where both travelers and residents engage with the places and people that make Minnesota rich with character and optimism. With elements of surprise, discovery, adventure and joy, this campaign provides a look at what sets us apart, with a proud authenticity.
Executive Creative Director:
Gina Nacey
Associate Creative Director:
Jenna Lalley
ACD/Copywriter:
Jenny Radack
Senior Art Director:
Shane Maland
Amazing Partners:
Capture Film Co.
Maribeth Romslo
Sure Can Productions
Paul Vincent Photography
For over 55 years, Hatteras has built a truly legendary story of quality, performance and innovation. To reintroduce this American luxury brand to a new generation of consumers, we developed a broad-based campaign extending across print, web, social and event activation.
Our research took us to the legendary production facility in New Bern, North Carolina. Photo and video shoots brought our design team to the Florida Keys and the Bahamas. Those shared adventures informed our positioning of Hatteras as the brand for those who believe in a life without limits.
The effort made waves. Hatteras saw the highest number of retail sales in 10 years. Web traffic increased by 85%, the number of leads from all sources doubled and the number of qualified leads tripled. Additionally, 83% of customers who purchased were new to the brand and averaged 10 years younger than previous customers.
Creative Strategy:
Gina Nacey, Scott Mitchell
Senior Art Director:
Jenna Lalley
Senior Copywriter:
Dave Schutz
Photographer:
Ryan Streveler
Hatteras Director of Marketing:
Joe Cacopardo
While Vasque was in the unique position of being a pioneer in hiking footwear in the United States, born from the Red Wing Shoe Co. powerhouse, it was working against them. They were seen as dated and uninspired. We worked to refresh their brand and re-engage with a new generation of outdoor enthusiasts.
Inspired by the design cornerstones of the era of the brand’s birth (1964) – timeless, modern, colorful – we crafted a fresh take on those aesthetics, using rounded shapes to represent key elements of nature: land, water, sun and sky. The kinetic energy of the shapes and color palette capture the playful joy of being in nature, while generous white space provides a calming reprieve from the noise of the category.
A fresh brand voice invites everyone to find their true nature, whether hiking in the wilderness or walking in an urban park. Because we believe that being in nature is our second nature and there are many paths to a life well-lived.
Strategy:
Jaye Peterson
Executive Creative Director:
Gina Nacey
ACD/Art Director:
Jenna Lalley
Copywriter:
Jenny Radack
Designer:
Kelsey Malsom
Vasque Footwear Marketing Director:
Joe Peters
Red Wing Shoe Co. Vice President, Business Services
Allison Gettings
Red Wing Shoe Co. Head of Brand + Creative
Aaron Seymour-Anderson
In this tourism campaign for Explore Minnesota, we invite the audience in to revisit and feel the magic of travel: the escape into another world, the magical moments that feel unbelievable, the power of experiencing the extraordinary with others and the memories that shape us — in a way that you can do only in Minnesota. Enter Your Dream State.
The awe-inspiring campaign creative transported our audience to another world and generated a 92:1 ROI in 2022, resulting in $264 million in visitor spending.
Executive Creative Director:
Gina Nacey
Associate Creative Director:
Jenna Lalley
ACD/Copywriter:
Jenny Radack
Talented Partners:
Howdy Gang
Sara Rubenstein
Jeff Stonehouse
Ryan Taylor
Luca Fantini
Capture Film Co.
Paul Vincent
SureCAN Productions
Cambria Style is a custom lifestyle magazine published by Minnesota-based Cambria, the only family-owned producer of American-made natural quartz surfaces.
Each issue blends Cambria’s products with relevant, engaging content paired with award-winning design & photography. And although it’s mailed to more than half a million people in the U.S. and Canada, it gets even more mileage – literally – by serving as the in-flight magazine for Sun Country Airlines.
The biannual publication aims to inspire readers through celebrity profiles and intimate home tours, along with interior design trends, food, drink and lifestyle features.
Director of Cambria Style,
Editor-in-Chief:
LouAnn Berglund Haaf
Creative Direction:
Jenna Lalley
Campaign Concept for Maine Office of Tourism
Strategy:
Jaye Peterson
Executive Creative Director:
Gina Nacey
ACD/Art Director:
Jenna Lalley
Copywriter:
Jeff Schuller
© 2022 Adventure™
All photography is used for inspiration/representation purposes only and may not be used for any other purpose without the express written permission of the respective copyright holders.
Naming, packaging design, campaign development
President, ECD
Gina Nacey
VP, Strategy
Jaye Peterson
Strategist
Phil Woecken
ACD/Art Director
Jenna Lalley
Copywriter, Campaign
Charles Youel
Designer, Campaign
Sarah Youngquist
Paper Riot set out to change everything about the wall decal and décor category with bold new products that make every room perfectly Pinterest-worthy. Unapologetic and oh-so on trend, Paper Riot inspires consumers to express their style without compromising their budget.
Tasked with creating a brand that disrupts the status quo, we created the Paper Riot identity, color palette, voice and aesthetic to appeal to the trend-savvy, tech-savvy and taste-savvy "millennial" and "millennial mom" consumer.
We purposefully created areas of the brand mark, palette and website that will continue to evolve over time with future color, graphic and pattern trends.
We also directed both still and video shoots, designed packaging and crafted the online Paper Riot experience.
< VIEW BRAND VIDEO HERE >
Paper Riot products will be featured in Target beginning fall 2016.
© 2016 Adventure™
Creative Strategy:
Gina Nacey
Senior Art Director:
Jenna Lalley
Copywriters:
Dave Schutz, April Swinson
Adventure partnered with the Sedona Bottling Company to launch a new premium artesian bottled water that captured the spirit of this remarkable destination. The effort began with bottle and label design and continued through to web, social, event activation, print advertising and more.
Creative Strategy:
Gina Nacey
Senior Art Director:
Jenna Lalley
Senior Copywriter:
Dave Schutz
Graphic Designer:
Hali Danielson
Establishing Minnesota as the True North and separating our state from the rest of the Midwest, we’ve repositioned our product and brand promise. And with evocative storytelling to highlight how travel leads to self-discovery and rich, meaningful experiences (not just destinations), we’re capturing the attention, views and clicks of travelers everywhere.
Our campaign strategy and design execution resulted in $18 ROI for every dollar spent— an 80% year-over-year increase.
Executive Creative Director
Gina Nacey
ACD/Art Director
Jenna Lalley
Copywriter
Dave Schutz
Talented Partners:
Jim Henderson / Micah Kvidt
Conor Lawrence Reps / Ripcord
Roy Son
Capture Film Co.
Paul Vincent
SureCAN Productions
Brand Positioning & Creative Development
Creative Strategy:
Jaye Peterson
Executive Creative Director:
Gina Nacey
ACD/Art Director:
Jenna Lalley
Copywriter:
Jeff Schuller
Designer:
Sarah Youngquist
Mastery isn’t achieved overnight.
Or realized after one grand success.
It’s the result of time and perseverance.
Trial and error.
Innovation and evolution.
And learning from people, not books.
Driven by a thirsty purpose to brew beer that we are proud to share with our friends, so you can proudly share it with yours.
Perched high above a small town,
deep in an old-growth forest,
six generations have poured precision
and passion into every beer we brew – creating something you can feel just as much as you can taste.
A beer that brings out old memories
while inspiring new ones.
And a beer that can be enjoyed
at a table where everyone
is welcome.
We think that’s a goal worth
the pursuit.
A handful of logos from throughout the years as well as illustrations for a variety of client projects from social campaigns to gift wrap/bags for major retailers to brew release posters for craft breweries.
Highlights editorial design for regional and national publications.
• Concept/Template design
• Content/Design concept development
• Photo art direction
• Layout/design
• Interior & wardrobe styling
• Food styling
Reimagined brand direction across all consumer touch points, including:
• Product and lifestyle photography
• Catalog design
• Web design
• Promotional materials
Our work captured the spirit of not only the product, but also the individuals who choose to make it part of their journey on the water.
Creative Strategy:
Gina Nacey
Senior Art Director:
Jenna Lalley
Senior Copywriters:
Dave Schutz & Greg Arens
Photographers:
Tom King, Richard Steinberger
Larson VP of Marketing:
Matthew Vetzner
