Here’s how my partner and I tackle brand strategy.
This project is an ongoing labor of love.
I believe when you’re the AOR for a destination client, you should constantly be going to them what could be new and what could be next. Great creatives are always in beta, always moving toward the next target.
As the Senior Creative team on this client, my partner and I have spent many all-nighters blowing out this brand and imagining what it could be. I’m a huge nerd—if this doesn’t prove that, I don’t know what will. I wanted to include it in my body of work to give a peek behind the curtain of a brand development project for Visit Space Coast.
Art Direction by Rachel Clements
To me, brand personality should be so clear that you can assign people to it. I like to distill brands down to it’s most human form. These dudes come together and balance each other out to perfectly represent the ethos of the Space Coast.
CULTURAL INSIGHT
BRAND INSIGHT
“By 2023, to counter digital fatigue, 60% of brands will look to differentiate by delivering memorable engagements that recreate physical experiences.”
Embodied Cognition Theory explains why knowledge and memory recall are influenced by bodily movements. Basically, your mind is influenced by your body.
Rocketships, sunrises, sick waves, bro—to see all of these and more, you have to look up.
We can make the action of “looking up” synonymous with the Space Coast brand.
We spend most of our day looking down…at our phones…at our laptops.
But at Florida’s Space Coast, looking up is just the beginning.
We’re inviting you to come see what’s up. See what’s outside of the typical beach vacation. See what takes our destination above and beyond.
And let your eyes rise above to cotton candy clouds and roaring rockets.
Let your eyes keep going and going until you get to the top of a cruise ship that seems too big to ever float on water.
Let your eyes rise to meet the expectations of your child’s imagination and let your heart soar even higher.
So, rise above your typical beach vacation… and come see what’s up.
