Zack Schulze / Select Works /

Ocean City, MD

A girl with curly hair wearing sunglasses and a pink shirt, licking an ice cream cone on a beach, with a blue sky in the background. Overlayed with yellow graphic elements.

Ocean City, Maryland is the quintessential, carefree East Coast beach town.

Developed a new brand identity and ad campaign to represent the spirit of Ocean City.

Ocean City, MD
BVK
Group Design Director

CLIENT
AGENCY
ROLE

Ocean City Identity

Created a new brand identity to embody the laid-back, lighthearted attitude of the destination.

Comparison of two logo designs for Ocean City, Maryland. The 'before' version features orange and blue text on a white background, with a playful font. The 'after' version has a bright yellow background with a blue smiley face logo and blue text.
A collage of various Ocean City branded items and scenes, including a magazine, a travel guide, a phone with a message, a yellow knit hat, a T-shirt, a woman lounging on a beach towel, and cans and a box with Ocean City logos, all in vibrant yellow and blue colors promoting Ocean City.
Collection of Ocean City branded souvenirs and items on a yellow background, including water bottles, a cap, stickers, towels, sunglasses, polo shirts, a city guide, chips, a chalk, keys, and a boombox.
A collection of branding and promotional items for Ocean City, MD featuring a yellow smiley face logo with blue eyes and a blue smile. Includes a logo, flag, badge, stationery, name tag, bottle, and a balloon, all displaying the Ocean City branding.

Somewhere to Smile About

A playful, irreverent ad campaign to launch the new Ocean City brand.

A woman with curly hair wearing colorful sunglasses is licking a large ice cream cone on a beach, with a blue sky in the background. The image is overlaid with bold yellow and blue text and a yellow circular frame.
A family at mini golf course with a rock formation and blue sky in the background, a girl with curly hair and striped shirt is celebrating, a woman is smiling holding a golf club, a man is swinging a golf club.
A person holding a smartphone displaying a photo of a woman at the beach, with ocean in the background. The phone screen shows the logo of Ocean City MD. The background of the image features a collage of Ocean City branding materials including brochures, presentation slides, and promotional items with blue and yellow colors.
A colorful sweater with a blue, yellow, and white pattern of smiley faces, geometric shapes, suns, and snowflakes, displayed against a matching blue background.
Billboard advertising Ocean City, Maryland theme park with a photo of a man and a girl fishing, and the text 'Where long lines are worth the wait.'
Billboard advertising Ocean City MD with a smiling sun logo, promoting a smile about exit 90E. Photos of a man surfing and two people standing on the beach, one of whom is holding a surfboard and smiling.
Four Instagram-style posts with yellow backgrounds and circular cutouts showing people enjoying outdoor activities like surfing, golfing, relaxing on the beach, and visiting an amusement park.
A young girl with curly hair wearing flower-shaped sunglasses and a pink shirt enjoying an ice cream cone at the beach.
A woman with curly hair rides a yellow bike on the beach, holding pink cotton candy and smiling at the camera, with a clear blue sky and ocean in the background.
A man surfing on a wave near the beach with buildings and a blue sky in the background.
A family, including a woman, a girl, and a man, running on a beach under a clear blue sky, holding hands and smiling.

Catch A Ride

A multi-year brand experience activation. Our customized 1970’s VW Bus toured east-coast festivals and events, with mini-golf, carnival games and prizes encouraging regional vacationers to road trip to Ocean City.

Colorful Volkswagen van with Ocean City MD branding and a smiley face logo, set against a solid blue background.
A yellow and blue van with a smiley face logo and the words 'Ocean City MD' parked on a beach. There is a blue surfboard leaning against the van. Various Ocean City-themed brochures and a yellow drink tumbler with a smiley face are placed on a table near the van.
Close-up of a vintage blue and yellow camper with a door, wheel, and a license plate from Ocean City, Maryland. The background is solid light yellow.
A miniature model of a yellow and white van with Ocean City branding inside a clear display case, placed on a wooden surface. Next to the display case is a keychain with a smiley face logo, and a larger vehicle in the background on a street with trees. The van features the text 'Catch A Ride' and 'Summer 2023' on the display case.
A street festival scene with Ocean City, Maryland branding. There are yellow and blue surfboard displays, a small blue van with smiley face logos, tents, and game booths. Signs advertise prizes and free trips to Ocean City, Maryland. The sky is partly cloudy, and there are a few people walking around.
A woman with long curly red hair, sunglasses, and a gray jacket smiling at a girl in a yellow jacket at an outdoor amusement area featuring a yellow and blue Ocean City-themed ride, arcade games, and a colorful playground with a blue and yellow slide and Ferris wheel.
Collection of yellow and blue ocean-themed merchandise with smiley face logo, including a water bottle, cooler, backpack, speaker, and stickers displayed against a yellow background.
Map of the northeastern United States highlighting specific tour stops in Maryland and Washington, D.C., with locations marked by smiley face icons and a list of tour dates and locations on the right.
A group of four people, two women and two men, posing in and around a yellow and white Volkswagen van with ocean-themed graphics and the words 'Ocean City MD' on the side, parked on a beach with a clear blue sky and a large plume of black smoke rising in the background.
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