Destination St. George—the marketing coalition responsible for promoting Staten Island’s North Shore and attractions including the New York Wheel, Empire Outlets and the Staten Island Yankees—asked AKA to develop a brand campaign that could be used across multiple channels to rebrand the area as a tourism destination.

AKA conceived of the campaign as a showcase for all the different events, and sought out illustrators whose work focused on playful and detailed pieces. We identified London-based illustrator Jing Zhang as creative partner for the project as her work is noted for its colorful, whimsical style. 

The new branding creative was the focal point of recent launch campaign targeting NYC boroughs and key international tourism markets which also received considerable local and international press coverage.