VISIT EVERGREEN COAST
Brand Development
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Situation
When we began our partnership with Pacific County, WA for a destination brand refresh of the Long Beach Peninsula Visitors Bureau, we aligned with their team on the need for not just a creative refresh, but an enhanced tourism positioning strategy for their brand. Following an audit, we collectively determined that their existing destination branding no longer represented the community nor could it authentically tell the diverse stories of its Northwest coastal communities.
So, our team set out to not just refresh their visuals, but lead a holistic rebrand to develop a new brand strategy and positioning so the Long Beach Peninsula Visitors Bureau would be able to authentically represent its destination and tell stories about its history and culture.
Approach
We started our process with an in-depth brand audit. Our team immersed ourselves in the culture of this Pacific Northwest region, gaining a full-sensory experience of the destination, and uncovering community stories our brand strategy would need to embody.
This in-depth brand audit helped us uncover the stories of hidden gems waiting to be discovered around each corner of the market squares. From swashbuckling tales that highlight the diverse array of natural landscapes to adventurous experiences in the great outdoors to the yellowed pages of a vintage storybook, the rich heritage rooted in Americana tradition of the close-knit community inspired us to craft a destination brand that revealed the essence of this destination.
In addition to our team’s grassroots research in-destination, we conducted community focus groups. Takeaways included words such as “authentic” and “gritty,” and a desire to emphasize the destination’s wild side and its status as one of the Pacific Northwest’s best-kept secrets.
Informed by our experience in the destination and insights from the focus group, we changed the scope of our project. What initially started as Long Beach Peninsula and Pacific Coast as two standalone, separate brands, evolved into a new objective: combine the strengths of the destination into a singular brand focused on the region’s unique location, nature, and history.
OUR STRATEGY
We focused on three main aspects of the brand when outlining our new strategy:
Brand Identity
It was vital for the destination’s brand identity to reflect our target audience, which we defined as moving away from a 55+ age group towards young couples without kids and working professionals looking for a breath of fresh air. Using cool earth tones gives us a clean aesthetic and keeps the vibes aspirational, the dark forest greens and ocean blues paired with off white give an energetic yet refined feel to the brand.
Brand Voice
We wanted the tone to feel conversational, like two friends having a fireside chat. It was important to ensure CTAs feel like a friendly recommendation as opposed to a hard sell.
Brand Positioning
The strategic placement of the brand to differentiate it from competitors is a top priority. Finding various touch points where our target audience spends time is crucial because we know a post from their favorite influencer goes a lot further than a pop up ad.
We wanted to lean in to what was identifiably unique about this Pacific Northwest region people love to call home: this is a place where the forest meets the sea. Thus creating a new and inclusive moniker that represents the region and draws potential visitors to discover every corner of these seaside villages and cities. Welcome to “Washington’s Evergreen Coast.”
NEW NAME, SAME SPIRIT
The name Evergreen Coast celebrates the heart of Pacific County’s beauty while extending an invitation to explore beyond its familiar shoreline. It encourages visitors to venture inland and discover the many natural treasures beyond the beaches. It paints a picture of the coast as a gateway to a more diverse nature experience.
“Evergreen” describes the foliage of the conifers and a region that is enduringly fresh and filled with activities that can be enjoyed all year. From historic Willapa Bay communities to numerous state parks, a rich cultural life, unique experiences and authentic cuisine, the Evergreen Coast is ready to welcome visitors in any season, rain or shine.
Washington is also unofficially known as ‘The Evergreen State,’ a nickname that naturally lends itself to the concept of an Evergreen Coast. This association offers a familiar yet expansive connection, inviting us to embrace the essence of what it means to be evergreen.
This new position unified the destination under a fresh, modern brand that sparks new interest in the region from residents and visitors alike. This evolution shifted the focus beyond the town of Long Beach to represent the whole destination and lay a stronger foundation for a brand identity that reflects the region’s diverse voices, stories, and communities.
CHARACTER MEETS CREATIVE
To convey the area’s strongest characteristics, anchored in established facts, not fads, fostering ongoing growth, inclusivity, and recognition while creating a legacy that residents champion and visitors seek out, our team crafted the new “Washington’s Evergreen Coast” brand.
Welcome to Washington’s Evergreen Coast
Discover the Evergreen Coast of Long Beach Peninsula, where lush conifers meet the unspoiled charm of the Pacific shoreline. Travelers and locals alike know to explore beyond the shore, delighting in the rugged charm of the region’s towns and wilderness.
Brand Positioning
Here, authenticity thrives in a place where nature reigns supreme. From historic Willapa Bay communities to forested state parks, the Evergreen Coast offers a rich culture shaped by salty tides and close-knit communities. It’s a breath of fresh air with one-of-a-kind experiences, attractions, and events woven into everyday life.
Brand Promise
Join us on the Evergreen Coast, where every visit promises new discoveries and lasting memories. Embrace the essence of what it means to be evergreen, and let your curiosity guide you through experiences as diverse and enduring as the landscape itself.
