CoastAL Flavor

Rebrand, Marketing Campaign
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Project Details

ROLE
 Lead Designer working with 2 creative directors
- 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, was responsible for typesetting)
- Designed final deliverables with teammates
TOOLS
Adobe Illustrator, Adobe InDesign, Adobe Photoshop
CLIENT
Mobile Airport Authority
Context
Mobile Airport Authority asked my team to create an advertising and branding campaign that would position coastal Alabama as a leading travel destination.

The issue: Travelers held negative stereotypes about the region and were unaware of what it had to offer.

Our goal: create a brand and a marketing campaign that would highlight the vibrant, diverse regions in coastal Alabama, yet also represent the region as a whole.

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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Branding

Illustration Style
Logo
Colors
Shapes
Typography and Brand Voice

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. Engagement During Visits

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
CoastAL Flavor branded ice cream
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