Visit Mendocino
“Find Your Happy”
Brand Strateg/Identity/Design/Campaign Assets
Mendocino wasn’t just a destination—it was a feeling waitingto be named. We bottled its quiet magic into a movement, turning overlooked coastlines and redwoods into an invitation to slow down, breathe deep, and rediscover joy.
The message was simple: Find your happy, here.
Problem
Mendocino County has everything—redwoods, coastlines, wineries, and charm—but lacked one crucial ingredient: awareness. Most Northern Californians didn’t even have it on their radar. The goal was clear—turn this overlooked gem into a must-visit destination and build equity for its local businesses.
Solution
We discovered Mendocino’s real draw wasn’t just its scenery—it was the feeling it gave you. In a world of hustle, Mendocino offered presence, peace, and simple joys. We called these Mendo Moments and built a brand platform around them, inviting people to “Find Your Happy” and reimagine Mendocino as a state of mind, not just a place.
Result
Awareness in the Bay Area skyrocketed from single digits to over 40%. Website traffic surged 1,200% year-over-year, and leads to local businesses grew by more than 900%. Mendocino didn’t just gain visitors—it gained a voice, a brand, and a devoted following.
