Dan Dismounts-Thrice

Art Director/Designer

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about
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Dan Dismounts is an award winning designer from South Dakota. He is currently an Art Director at Lawrence & Schiller in Sioux Falls, SD. He is a graduate of South Dakota State University with 10+ years of experience. He has previously worked as a designer for Daktronics. His design expertise lies in the areas of branding, digital design, photo manipulation, and large format design.



awards
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'19 ADDYS Best of Show // S. Dakota Tourism Print Campaign
'19 ADDYS People's Choice // S. Dakota Tourism Campaign
'19 ADDYS Best of Class // S. Dakota Tourism Print Campaign
'19 ADDYS Best of Class // S. Dakota Tourism Cross Platform Campaign
'19 ADDYS Gold // S. Dakota Tourism Hunting Campaign
'19 ADDYS Gold // S. Dakota Tourism Direct Mail
'19 ESTO Mercury Award // S. Dakota Print Campaign
'19 Print Impressions Gold Ink // S. Dakota Direct Mail
'20 ADDYS Gold // Dakota State Univerity Direct Mail
'20 ADDYS Silver // S. Dakota Tourism Direct Mail
'20 ADDYS Gold // S. Dakota Tourism Print Campaign
'20 ADDYS Gold // S. Dakota Tourism Hunting Campaign
'20 ADDYS Gold // S. Dakota Tourism Travel Insights Email Campaign
'20 ADDYS Gold // Dakota State University VR Direct Mail
'20 ADDYS Silver // Dakota State University Rebranding Campaign
'20 ADDYS Silver // Dakota State University Trojan Logo Redesign



clients
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South Dakota Tourism
Dakota State University
South Dakota Lottery
Daktronics
Liv Hospitality

X

about
_


Dan Dismounts is an award winning designer from South Dakota. He is currently an Art Director at Lawrence & Schiller in Sioux Falls, SD. He is a graduate of South Dakota State University with 10+ years of experience. He has previously worked as a designer for Daktronics. His design expertise lies in the areas of branding, digital design, photo manipulation, and large format design.



south dakota tourism
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In 2017 I began my journey as the Art Director for the Lawrence & Schiller team responsible for the South Dakota Tourism account. At the time, we were challenged with the task of refreshing the visual look of the state's tourism advertising. I set out on a visual audit of regional competition. The results were both expected, yet surprising. How so? I assumed I would find images of sweeping landscapes with text over them as I paged through travel and lifestyle magazines, but; what I did not expect was how incredibly similar they all felt. The image below is unedited. These are two ads, in two different publications, for two different states, yet they're so similar it's shocking to realize they're not from the same campaign.




I knew at that moment to make South Dakota stand out we truly had to do something different. We couldn't abandon the landscapes (after all that is what we are selling...or rather the experience of them), but we had to present them in a unique way to best showcase the essence of South Dakota. I had to start thinking about these ads in a way that would do justice to the "art" portion of my newly acquired title. Using the tried-and-true South Dakota tagline of "Great Faces, Great Places" as a North Star in this journey I managed to concept an idea that would feature the great places of South Dakota interwined with some pretty great faces.




The concept of utilizing the double exposure effect gave us the ability to feature any number of subjects as a primary visual read. These subjects could be anything from South Dakota legends, to statues and scupltures, to wildlife from across the state, or best of all, people representative of our target audience segmentation. We no longer required landscape shots with specific types of people for our ads. The same beautiful landscape shot could now play for different audiences based on the larger subject of the double exposure. The design solution helped extend the useability of our photo library, while at the same time giving South Dakota a reinvented visual identity that uniquely set it apart from the ocean of other expected tourism advertising.