Rebranding a Gulf Coast Vacation Destination.
Nestled along Florida’s Gulf Coast, Dunedin is a charming city with natural beauty and countless reasons to visit. From its pristine beaches to its vibrant arts scene, Dunedin offers something for everyone. To raise awareness and differentiate Dunedin from other Gulf Coast destinations, Visit Dunedin, a non-profit dedicated to promoting tourism, selected Elisco to create a rebranding campaign.
The brand campaign included a new logo, tagline, corporate identity, brand guidelines, website, and a variety of marketing materials. A key insight that shaped the creative direction was the common mispronunciation of Dunedin. Many visitors and new residents referred to it as “Done-ed-din” or “Done-din,” while the correct pronunciation, “Done-ee-din,” was often overlooked. Seeing this as a challenge, we turned it into an opportunity by emphasizing that “Dunedin sounds like Eden.” Not only did it phonetically resemble Eden, but the town’s vibrant attractions—such as live music and the serene waves on its beaches—also evoked the tranquil sounds of Eden. This simple yet powerful idea laid the foundation for a playful and memorable theme: Find your Eden in Dunedin.
The new theme served as a springboard for the campaign, emphasizing the full spectrum of senses—sight, hearing, touch, taste, and smell—that make Dunedin’s charm and offerings truly unique. From a refreshed logo to a sleek new website and cohesive marketing materials, every element of the brand embodies Dunedin’s promise as a destination where visitors can discover their own paradise.
A comprehensive Brand Guide was developed to establish the visual and verbal standards for the brand, ensuring consistent recognition and cohesion across all platforms and media. The guide features a brand overview, including the organization’s mission, along with detailed logo guidelines covering primary and secondary variations and usage rules. It also outlines the primary and secondary color palettes, iconography, graphics, and templates for advertisements, trade show booths, and social media.
Posters, t-shirts, tote bags, stickers, and a variety of other promotional items were designed and produced for the Visitor Center to enhance its brand presence and visitor engagement. These items featured eye-catching visuals and consistent branding elements, ensuring they were functional and memorable. Posters highlighted key attractions, features of the area, and events. T-shirts and tote bags served as wearable ambassadors of Dunedin, appealing to visitors as keepsakes.
Stickers added a fun, versatile element, perfect for personalizing belongings or spreading the brand’s reach. Additional promotional items included notebooks, water bottles, and magnets, providing practical, everyday use while reinforcing the Visitor Center’s connection with its audience.
