John Doyle Art Direction & Design
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Brand USA

This is the story of a country that was once the world’s darling, but whose reputation had become tarnished among foreign tourists over the past decade — costing America thousands of jobs annually, and billions in tourism spend. Working with agency

This is the story of a country that was once the world’s darling, but whose reputation had become tarnished among foreign tourists over the past decade — costing America thousands of jobs annually, and billions in tourism spend. Working with agency JWT, I was tasked with turning this around. We would create America’s first tourism brand from scratch and craft a creative strategy that would welcome international tourists back to our shores, help them see the US through fresh eyes, and remind the world why it fell in love with America in the first place.

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“John set out to welcome the world to visit the USA, but even more importantly, to move past politics and pop culture references, effectively reframing our great country in the hearts and minds of the world as the land of endless possibilities. He s

“John set out to welcome the world to visit the USA, but even more importantly, to move past politics and pop culture references, effectively reframing our great country in the hearts and minds of the world as the land of endless possibilities. He simply nailed it.”

Chris Perkins
Chief Marketing Officer,
Brand USA