A Fresh Brand for Florida’s lake escape
Summary
Lake County, Florida doesn’t fit the Florida you see on souvenir racks, and folks here are perfectly fine with that. With spring-fed lakes, rolling hills you don’t expect, and neighbors who’ll pause their day to point you toward the best fishing spot, this community deserved a brand that feels as genuine as the people living it. Madden teamed up with locals to shape an identity filled with easygoing charm and straight-from-the-dock honesty—fresh color, real stories, and design that finally says what residents already know: this is Florida with breathing room, where the water’s clear and the welcome runs deep.
Client
Discover Lake County
Scope
Brand Identity
Campaign Title
Discover Lake County Brand Identity
Results
1.4M+
CTV impressions
250K+
Tiktok impressions
10%
increase in brand awareness ad impressions
Logo Creation
We updated the logo to better align with the destination’s outdoor recreation pillars and emulate outdoor adventure lifestyle brands.
new brand standards
We fleshed out new brand colors to embody the destination’s natural beauty.
Extending usage
We extended the brand’s usage to merchandise and apparel — again emulating top outdoor recreation brands.
Bringing the brand to life
Photo and video shoots were conducted in-market to establish fresh assets for Lake County’s tourism office, which is what primarily informed the brand identity process. From there, we continued with primary campaign development which was tested by two leisure travel focus groups. The ever-so inviting “Immerse Yourself” campaign was born.
BEYOND THE BRAND: VIDEO CAMPAIGN
Since we rolled out Lake County’s fresh new look, we’ve been cranking up the vibes with campaigns like “Tune In to Tune Out.” This video series is all about showing off what makes us awesome, with each video tailored to different travel dreams—whether you’re all about food and drink, outdoor thrills, fishing, biking, or soaking up that small-town charm.
