Sullivan Catskills
Sullivan Catskills is a destination shaped by contrast — unfiltered nature and creative culture, deep roots and modern discovery. As one of the earliest vacation regions in the country, the area holds a rich legacy while continuing to evolve as a place to explore, gather and feel connected.
Genesis partnered with the Sullivan Catskills Visitors Association to reimagine the brand and digital experience from the ground up. The work included a new visual identity, brand system, website, advertising and social presence designed to reflect the region’s authenticity and warmth. At the center of the system is a flexible ampersand mark built from the initials S and C, representing both the many communities that make up the county and the balance of experiences found throughout it. I served as lead designer on the project, working under Executive Creative Director Janet Johnson and Digital Creative Director Kirk Erickson. The identity and design system were carried across digital and print touchpoints, with the website serving as the primary expression, inviting visitors to explore more deeply and discover what makes the Sullivan Catskills feel real, grounded and alive.
