Bringing the Shoreline to the Spotlight
Summary
For Alabama’s Beaches, the challenge wasn’t getting noticed—it was being remembered. Their old visuals faded into the background. We created a visual identity system that pulls straight from the coast: colors as bright as a Gulf sunset, typography as clean as a fresh tide. It’s a true reflection of the community, showing off the pride and spirit that’s always been there.
Client
Alabama's Beaches
Scope
Brand Identity
Campaign Title
Alabama’s Beaches Brand Identity
Results
136%
increase in web sessions YoY
76%
increase in website engagement YoY
103%
increase in page views YoY
29%
increase in ad impressions YoY
BRAND IDENTITY & POSITIONING
What’s in a name? For Alabama’s Beaches. It’s pure magic in every grain of sand. This fresh identity redefines what it means to unwind at the beach, positioning Alabama’s Beaches as the ultimate destination for recharging.
BRAND VOICE
Alabama’s Beaches brand voice centers around the unique concept of ‘beach recharge,’ elevating the idea of relaxation into a distinct, stress-free experience that sets it apart from typical beach destinations. With an unpretentious, fun, and energetic brand voice, the brand positioning appeals to both loyal visitors and first-time travelers, emphasizing the serene, unhurried charm of its sugar sand shores.
ONGOING MEDIA STRATEGY & PLANNING
In addition to the rebranding efforts, Madden seamlessly manages media strategy and placements for Alabama’s Beaches. From strategic ad placements that align with the fun, energetic tone of the ‘beach recharge’ concept to working closely with media outlets to craft compelling narratives, Madden’s media team handles everything. Whether it’s digital campaigns targeting first-time visitors or nostalgic reminders for long-time fans, we create tailored strategies that amplify the relaxed, unpretentious charm of Alabama’s Beaches, inviting everyone to experience the magic for themselves.
A FRESH START WITH FAMILIAR HEART
In a world of same, Alabama’s Beaches dares to be different from every other beach destination. We showcased the unique qualities that make these beaches serene, nostalgic, and an easy “yes” to prospective travelers.
CREATIVITY ROOTED IN RELAXATION
The new identity emphasizes windswept sands, like a gentle wave of relaxation. The visual identity encourages people to embrace an easy, authentic way of life, capturing the essence of Alabama’s Beaches—a place where we can truly escape the stresses of everyday life.
See what makes Alabama’s Beaches unforgettable – watch the brand reveal now!
