LOVEFL

A brand built on love for Florida.

2020 / SPARK
Branding Identity/Rebranding

Role: Designer
Team
CD: Alex Coyle
Copy: Jay Heffron
Designers: Libby Inlow, David Gonzalez,
Johnny Quaranto
Motion: Ioana Oprescu

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After 10 years of growth, Florida’s original advocacy platform was ready to evolve. Through repositioning and rebranding we helped VISIT FLORIDA evolve Share A Little Sunshine from a channel for sharing social content to a platform that celebrates our Florida community and the many reasons to love the sunshine state.

My role in this project was to ideate various concepts to bring Share A Little Sunshine into a more diverse and robust platform where Florida locals and tourists can learn, advocate, and support the state. While also helping establish the new brand, I sketched various takes on the LoveFL logo while designer David Gonzalez refined the final wordmark.

The final wordmark is a connection of love and Florida, figuratively and literally through the combination of the E, the heart, and the stroke of the F.

The avatar is also present within the wordmark using the heart symbol and FL, similar to a short-hand salutation still reading “love FL”.

A brand built on love for Florida.

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