WILLIAM LUKACH art direction and brand experience design
Brand Development
Amelia Island CVB was seeking a new campaign direction that could allow them stand out from the sea of “Coastal Floridian” sameness within the competition. The key differentiator from other coastal locations in Florida is that Amelia Island is completely surrounded by ocean and engulfed by nature. With this the “Island thing” concept was born.
A typographic lockup was created and combined with sweeping aerial footage taken from all areas of the island - from Amelia’s historic downtown Fernandina to it’s tranquil vistas of open marshland and coastal beachfront. More intimate and authentic lifestyle shots of family and couples were incorporated to complete the story. This resulted in a highly flexible brand system and award-winning campaign direction.