50501 Northeast Florida
Campaign • Cultural Exchange
Jax, a Living Canvas
A campaign designed to represent Jacksonville’s culture and identity for its sister city, Gqeberha, South Africa.
Created as part of a Sister Cities exchange, this project explores Jacksonville’s culture through a visual campaign designed to be shared with Gqeberha, South Africa. Framed as a “living canvas,” the concept highlights the city’s murals, sculptures, architecture, and public spaces as an evolving work shaped by the people who move through it. The campaign translates this idea into a cohesive visual system that reflects both the city’s built environment and its creative community.
Role + Scope
I defined the creative direction and built the campaign concept and visual system for Jax, a Living Canvas, shaping the narrative and visual language.
50501 Northeast Florida
Applications
Applied across campaign materials to communicate Jacksonville’s cultural identity clearly and consistently.
Video created in collaboration with Johnny Romanov.
Filming, editing, and logo animation by Johnny Romanov; motion graphics and visual styling by me.
View more of his work → johnnyromanov.com
50501 Northeast Florida
System
Built around a flexible compositional structure, the system uses geometric color blocking and structured typography to create consistency across formats. The approach allows for expressive variation while maintaining clarity, hierarchy, and visual cohesion.
50501 Northeast Florida
Visual Language
Built around print-inspired textures, the visual language draws from screen printing techniques like halftones, overprint, and layered ink. Imperfection is intentional—creating a tactile, DIY quality that reflects the city’s evolving, handmade character.
50501 Northeast Florida
Outcome
The campaign establishes a distinct visual system for representing Jacksonville as a living canvas. By translating the city’s creative spaces into a cohesive, print-driven language, the work creates a recognizable identity that connects across audiences and formats.