TuscaLIFE
Summary
Visit Tuscaloosa needed a brand that went beyond game day, one that acknowledged its college-town roots without letting them be the whole story. Working closely with the community, we built TuscaLIFE—a flexible, people-powered identity rooted in local pride. From deep research to one-on-one conversations, every piece of the brand was shaped with the community, not around it.
Client
Visit Tuscaloosa
Scope
Brand Identity
Campaign Title
TuscaLife Brand Refresh
Reclaiming the Brand—And the Story
Tuscaloosa was ready for more than a rebrand, it was time for a reset. This is a city known for college football pride—but there’s more to the story: trails, history, grit, and soul that deserve their own spotlight.
Built With the Community
We immersed ourselves in local plans, then listened through one-on-one interviews and focus groups. Those conversations shaped everything, from the creative brief to campaign concepts. We brought ideas back to the community at every step, pressure-testing direction and building trust before anything launched.
One Brand. Infinite Stories.
The result was TuscaLIFE—a brand that reflects Tuscaloosa’s full identity. More than a name, it’s a mindset. It flexes: TuscaLakes. TuscaLegends. TuscaLuxury. It fits game time, lake time, and shopping time, honoring the past while making room for what’s next. This is a brand system designed to grow with the county, with the people, and with pride.
Design Decisions
We didn’t reinvent everything, just realigned. The original logo stayed. The crimson stayed (because it’s Alabama Crimson), as well as the turquoise representing both Shelton State Community College and Stillman College, both recognized as Historically Black Colleges and Universities (HBCUs) and central to Tuscaloosa’s story.
The brand extends across everything, from display ads to printed collateral to a fully reimagined website. Every piece now carries the same energy, clarity, and community connection.
