CoastAL Flavor

Rebrand, Marketing Campaign
Project Details

ROLE
 Lead Designer
- Conducted market research (surveys, interviews, and desk research)
- Guided teammates in developing several visual concepts for the client to choose from
- Directed typography (created type studies, facilitated typesetting)
- Worked with teammates to design final deliverables
TOOLS
Adobe Illustrator, Adobe InDesign, Adobe Photoshop
CREDITS
Illustrations, mockups, and deliverables by teammates
DURATION
10 weeks
CLIENT
Mobile Airport Authority
Context
SCAD students collaborated with Mobile Airport Authority to create an advertising and branding campaign that would position coastal Alabama as a leading travel destination.

The campaign, CoastAL Flavor, takes place in three phases, each phase tying into a different part of the traveler’s journey.
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View Process Book →

Sizzle Reel

Our goals:

1. Position Coastal Alabama as a leading destination for fly-in tourists.
2. Highlight what makes it unique with respect to other destinations.
3. Develop a strong identity that will both encompass the diverse region as a whole and retain individual communities’ personalities.
We discovered coastal Alabama to have:
• Energy
• Vibrancy
• Community
• Personality

PHASE 1. BUILDING AWARENESS

A marketing campaign encourages people to visit Mobile.
AR Filter + Quiz
Bus Stop Sign
Instagram Carousel
Podcast
Pinterest Board
Airport Ad
Influencer Partnerships

PHASE 2. UTILIZING PRACTICAL VALUE

Several murals would appear throughout Mobile, inviting tourists to take photos and post on social media once they arrive.

PHASE 3. TELLING STORIES

Souvenirs continue to spark interest in Mobile after the trip is over.
CoastAL Flavor branded ice cream

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