Mapping the Soul of the South: Visualizing South Carolina’s $15B Tourism Engine

Developing iconic print and digital assets for the "Discover SC" and "Birthplace of Barbecue" nation-wide campaigns.

South Carolina Department of Parks, Recreation & Tourism

(via BFG Communications)

Industry: Government / Tourism & Travel

Role: Graphic Designer

Timeline: Circa 2013

Key Deliverables:

• Illustrative BBQ Trail Map
  
• Out-of-Home (OOH) Billboards
  
• National & International Magazine Ads
  
• State Park Branding & Event Logos
  
• Point-of-Sale (POS) Displays
  
• Digital Ad Suites & TV Graphics

The Story

The Context Early in my career at BFG Communications, I was part of the design team awarded a landmark $57M contract to promote South Carolina’s tourism industry. As a primary graphic designer on the account, I was tasked with creating the visual "connective tissue" between the state’s natural beauty and its deep-rooted culinary heritage.

The Creative Challenge The goal was to move beyond generic tourism imagery and provide functional, beautiful tools for travelers. The centerpiece of my contribution was the "Birthplace of Barbecue" Trail Map. This wasn't just a directory; it was a unique infographic designed to help tourists navigate "off-the-beaten-path" restaurants while educating them on the four distinct sauce regions of the state.

My work spanned the entire marketing funnel—from international magazine ads designed to spark "wanderlust," to localized OOH billboards and point-of-sale displays that caught travelers while they were already on the road. As a lifelong nature lover, branding the state's parks and designing for tourism campaigns remains one of the most rewarding chapters of my 19-year career.