Case Study
Exploring with Purpose
SunCoast Eco Tours isn't just another kayak tour company—it’s an experience. Nestled in the heart of Florida’s untouched waterways, they craft immersive, eco-friendly excursions designed to connect people with nature. Their customers aren’t just outdoor enthusiasts; they are individuals, families, and groups looking to escape the daily grind and rediscover the serenity of the natural world. Every tour they offer is an invitation to slow down, paddle through pristine springs, and learn about Florida’s vibrant ecosystem.
Yet, for all its passion and dedication, SunCoast Eco Tours was missing something crucial: a brand identity that truly reflected its energy. While their guides brought expertise and enthusiasm to every adventure, their visuals lacked the same spark. Their logo, typography, and overall branding didn’t communicate the dynamic, youthful, and eco-conscious spirit that set them apart. They needed a brand as vibrant as the waters they navigated—one that spoke directly to the next generation of explorers.
A Bold, Energized Identity
SunCoast Eco Tours had built a strong reputation, but their brand collateral didn’t match the experience they delivered. They knew it was time to invest in a cohesive brand identity—one that could not only attract the right audience but also ensure consistency across digital and physical touchpoints.
Their goal was clear: create a brand that resonates with Gen Z and Millennials—people who crave adventure and sustainability in equal measure. They needed a design system that felt fresh, energized, and unmistakably Floridian. A visual identity that would make an impact on social media, stand out in a crowded tourism space, and invite more people to connect with nature in a meaningful way. That’s where we came in.
A Deep Dive into the Brand
We started with a deep discovery session, immersing ourselves in the world of SunCoast Eco Tours. Our goal was to not only understand what they needed but also uncover the essence of their brand—the feeling they wanted customers to have the moment they stepped into a kayak. We developed detailed user personas to better understand their target audience’s motivations, habits, and preferences.
BUILDING A BRAND
With research in hand, we explored their competitive landscape, analyzing how other eco-tour companies positioned themselves. This helped us identify opportunities to make SunCoast stand out. We then defined their Brand Positioning Statement—what makes them unique, why customers should choose them, and how they differentiate from competitors. From tone of voice to core messaging, we refined every aspect of how their brand should communicate.
With strategy in place, we moved into creative exploration. Our team crafted three distinct stylescapes, each offering a different approach to their brand identity. These stylescapes helped SunCoast visualize the possibilities—from playful and energetic to serene and nature-driven. Once they selected their direction, we got to work refining every detail, ensuring their brand felt bold, adventurous, and unmistakably Floridian.
"Explore nature, paddle with purpose"
MORE THAN A WEBSITE
The New Face of Adventure
The result was a fully realized brand identity that seamlessly connected SunCoast Eco Tours to its mission. We designed a fresh, modern logo inspired by the movement of water, the warmth of the Florida sun, and the vibrant energy of exploration. The color palette was carefully selected to reflect the lush greens, vibrant blues, and sunlit golds of Florida’s natural landscape, ensuring every touchpoint felt immersive and inviting.
Typography played a crucial role—bold, playful fonts with clean, modern lines conveyed both the energy of the brand and its professional, trustworthy nature. Supporting imagery and graphic elements reinforced a sense of motion and discovery, making every piece of collateral—from social media posts to brochures—instantly recognizable.
To ensure consistency, we compiled everything into a comprehensive brand guideline deck. This guide not only outlined logo usage, typography, and color applications but also provided a roadmap for future marketing initiatives. Additionally, we created a one-year social media strategy, helping SunCoast build and sustain meaningful engagement with their audience.
A Ripple Effect
From the moment we unveiled their new brand identity, the reaction was electric. The SunCoast team was immediately excited—they saw their vision brought to life in a way that felt authentic, vibrant, and purposeful. The reveal wasn’t just a presentation; it was a moment of validation, where they felt truly seen and understood.
Within weeks, the impact was undeniable. Their community embraced the new look, and social media engagement saw an immediate boost. Customers resonated with the refreshed identity, and SunCoast Eco Tours became more than just a service—it became a movement. Employees felt a renewed sense of pride, and new customers were drawn to the brand’s energy and mission.
With their revitalized brand, SunCoast Eco Tours now has a powerful tool to grow, inspire, and connect. Their brand isn’t just about design; it’s about creating a lasting impact—one paddle stroke at a time.
