Exploring All the
Shades of Sunshine

When you think of Florida you probably think of two things: beaches and theme parks. When our long-time partner VISIT FLORIDA approached us to refresh their brand materials, advertising, and events, we wanted to show how much more diverse we as Floridians knew it to be. Through hey stakeholder interviews, focus groups, and both qualitative and quantitative testing, we created a modern brand that put a variety of new locations and experiences front and center.

CREATIVE DIRECTION

ART DIRECTION

DESIGN

Through qualitative and quantitative testing, we learned that when our photography was big and our colors were softer, there was a greater emotional connection to the ad.

We knew the brand would rarely be static. With our display font, we furthered the idea that Florida has experiences from sunrise to sunset by partnering with Indestructible Type to create a variable font that literally follows the sun.

When the brand is in motion, we play into the idea of a classic vacation film reel—the inspiration for the rounded corners.

VIEW THE BRAND GUIDELINES

The brand continues to be applied to the brand’s five different audience segments, complementing the scenes and experiences throughout.