Visit Florida

VISIT Florida is the official consumer web site and source for travel planning of the Sunshine State. VISIT Florida came to us in need of help with redefining the brand and expression of what it means to travel to Florida. They were suffering from a "sea of sameness" in the beach travel category and needed differentiation. Florida, as a destination site also struggles with the diverseness of its offerings, from theme parks to white sandy beaches to historic forts. Our strategy department unified our purpose and gave us the cause "To Brighten The Lives Of All." All creative work must to ladder up to this idea. As a result, our consumer facing expression became "Must Be The Sunshine." I worked with photographer Quentin Bacon, traveling across the entire state of Florida capturing new imagery for the brand. As the Art Director, I ensured that all of photography answered to how Florida "Brightens the Lives of All." We were able to capture and express the uniqueness of Florida, people authentically enjoying the Florida sunshine and all the scenery that is precious to this state. The images have become the primary photography seen on the site and in above the line advertising. The images were also presented to the governor at the Governor's Convention, 2012.