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The Jersey Cape

Hollis Campbell
Tyler School of Art and Architecture, United States
Digital Products + Experiences
Category Top Talent

The Jersey Cape project rebrands the nine beaches of Cape May County, New Jersey stretching from Ocean City all the way down the coast to Cape May. For this project, the designer creates a map of the Jersey Cape that highlights the key attractions and attributes of the beaches along with unique beach tags that are representative of the spirit of each beach town. The foundation of the project is a comprehensive illustrated website that features a simple, interactive quiz that allows the user to design their perfect beach experience.

The Jersey Cape
by Hollis Campbell

The Jersey Cape project rebrands the nine beaches of Cape May County, New Jersey stretching from Ocean City all the way down the coast to Cape May. For this project, the designer creates a map of the Jersey Cape that highlights the key attractions and attributes of the beaches along with unique beach tags that are representative of the spirit of each beach town. The foundation of the project is a comprehensive illustrated website that features a simple, interactive quiz that allows the user to design their perfect beach experience.







I wanted to overcome the perception that the Jersey beaches can be literally and metaphorically disheveled. In truth, these well-maintained beaches are the backdrop for lots of fun and countless wonderful memories that visitors not only cherish, but return to year after year for new experiences.  As someone who has been enjoying my family’s vacation home in Ocean City since my birth, as well as frequent visits to other towns up and down the Jersey Cape, the designer embraced the opportunity to create design pieces that lovingly represent the beaches that have become such an important part of my life, as well as countless others.


Above is the full layout of the Jersey Cape homepage. 

Above is displaying each step of the "Find Your Perfect Escape" quiz.


I wanted to overcome the perception that the Jersey beaches can be literally and metaphorically disheveled. In truth, these well-maintained beaches are the backdrop for lots of fun and countless wonderful memories that visitors not only cherish, but return to year after year for new experiences. As someone who has been enjoying my family’s vacation home in Ocean City since my birth, as well as frequent visits to other towns up and down the Jersey Cape, the designer embraced the opportunity to create design pieces that lovingly represent the beaches that have become such an important part of my life and lives of countless others.


Above are all nine of the final designs for each of the beach’s 2019 seasonal passes.



The map of the shoreline, displayed below, was designed in a pamphlet format with the intention it would be an item a visitor of the Jersey Cape would pick up at the welcome center, while they also purchase their beach tags. 


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