Mondays Can Wait

Creative Umbrella and Website Refresh

Visit South Bend Mishawaka (Indiana) asked Pathfinders to create a fresh, new brand that was more symbolic of the community and more in touch with prospective visitors. VSBM had witnessed the tourism industry shifting focus to include more emotional appeals and more emphasis on experiences. Pathfinders employed archetypal branding, creative tone boards, and compelling storytelling to uncover a brand that fits VSBM’s personality. The creative umbrella and marketing plan included a new logo, color palette, and fonts; an integrated advertising campaign; original photography and graphical elements; and a refreshed, mobile-first website look and user experience.


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What We Did

Archetypal Branding

Channel and Campaign Planning

Content Planning


Creative Asset Design

Creative Umbrella Development

Digital Strategy

Marcom Planning


Public Relations

Web Analytics and Analysis

Website Design

Website Development

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