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Highway 1 Dream Drive
From landslide to landmark, reigniting coastal wanderlust
CA Dream Drive marked the grand reopening of California’s iconic Highway 1 after a year-long closure due to a massive landslide. To celebrate the restored route, Visit California hosted a once-in-a-lifetime event: a scenic coastal caravan from Monterey to Morro Bay. Featuring over 200 attendees and a lineup of classic and modern cars, the event offered locals and visitors an unforgettable experience—pairing breathtaking views with the freedom and nostalgia of the open road. It was more than a ribbon-cutting; it was a celebration of California’s resilience, beauty, and enduring spirit of adventure.
Client
Visit California
Role
Art Director / Lead Designer
Services
Brand development
Environmental design
Merchandise design
Bio / Resume
© 2025 Stellmach Design. All rights reserved.
Cruising the coast, California style
We created a bold and memorable brand identity that captured the spirit of adventure and nostalgia tied to California’s Highway 1. The visual system was designed to be flexible and impactful across a wide range of applications—from event maps and signage to merchandise and digital assets. Along the route, we developed custom flag markers that highlighted scenic vistas, photo opportunities, and key mile markers, helping guide the experience while reinforcing the brand at every turn. These touchpoints brought cohesion, energy, and a sense of occasion to an already unforgettable journey.
Reviving a route, reigniting wanderlust
To amplify the reach of CA Dream Drive, we partnered with over 50 social media influencers whose content brought the event to life across platforms. Nearly 100 curated posts showcased the breathtaking scenery, iconic vehicles, and emotional energy of the day—generating high engagement and authentic buzz. Paired with a strategic paid media campaign, the event achieved standout exposure and drove a record-setting turnout for a Visit California event. The result was not just a celebration on the coast, but a statewide moment shared far beyond the highway.
Visit California’s Dream Drive offered visitors an unforgettable road trip down the scenic coast to mark the reopening of an iconic California landmark.
– Travel + Leisure
142 million
total impressions
$2.1 million
total est. ad value
96
social media posts
Results
(case studies)
Branding / Website / Guidelines
Other work
Branding / Sales Enablement
Branding / Environmental / Guidelines
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