Advertising
Brand Strategy & Development
Media Strategy
Social Media
Video Production
Project Overview
VISIT FLORIDA needed a rebrand to remind people that Florida isn’t just a state. It’s a state of mind. Florida is the place you go for the experience of being more relaxed, more carefree, more open to connections, and more ready for fun. A Florida state of mind provides relief from the real world, allows you to deliberately unplug from your worries, and encourages you to truly enjoy every moment.
Details
VISIT FLORIDA needed a brand that could cater to various audiences and interests, including millennials, who were lagging in visitation to the destination at that time. Florida's multidimensional appeal was often overlooked, with many associating it solely with beaches and rollercoasters.
Every element of the brand was inspired by what it feels like to be in Florida. With the tagline of “Follow Your Sunshine”, we even created a custom typeface for the website that does just that. As the day goes on, the shadow moves depending on the sun’s position at that time.
+7% IN BRAND RELEVANCE +8% IN DIFFERENTIATION +7% IN BRAND EQUITY
