Matthew Marshall commissioned me to create the key visual assets for his 2021 tour — including photography, posters, and promotional email banners. The creative direction needed to feel nostalgic, grounded, and distinctly “New Zealand road trip”, with a touch of classic folk storytelling.
We began with a location photoshoot featuring Matthew alongside his vintage blue car, shot on a rural gravel road framed by hedgerows and open countryside. This setting helped anchor the tour’s earthy, introspective tone. I captured both posed and candid moments, balancing portraiture with landscape context to give us versatile assets for layout.
Using one of the hero portraits from the shoot, I designed the official tour poster around a palette inspired by the car’s pastel blue and the natural greens from the scene. Typography was kept understated and honest, allowing the imagery to carry the story. The poster layout highlighted the tour name (The 2021 Road Trip), dates and locations, while still feeling spacious and timeless.
Alongside the print poster design, I delivered resized versions for email headers and digital promotion, ensuring brand consistency across platforms.
Deliverables:
- High-resolution tour poster design
- Social media variations
- Email banner graphics
- Full set of edited portraits for promotional use
This project gave Matthew a cohesive visual identity for the tour, rooted in authentic storytelling and visual cohesion across all touchpoints.
