This Alabama beach community on the Gulf of Mexico has been a popular family destination for generations, but it experienced challenges recovering from hurricanes and the BP oil spill of 2010.
Our extensive and in-depth research revealed that Gulf Shores competitive advantage was its small town atmosphere and the traditional beach experience prized by parents with small children and retired couples. The brand has enabled The City of Gulf Shores to focus programs and policies to ensure the long-term sustainability of the destination based on its family values. The central component of the new brand was a new logo with the tag line, "Small Town Big Beach".
TDM and their strategic partners, Great Destination Strategies and Axia Creative helped Gulf Shores with their brand launch. Support materials included a series of announcement mailers, a billboard to unveil the new logo and tag line, vehicle graphics, a press kit, website landing page and several branded give-away items.
Stationary, rack cards and branded merchandise was designed and produced. The TDM team provided several graphic templates that would give Gulf Shores a consistent and integrated identity which would later be handed off to local graphic designers as marketing efforts evolved.
Several branded specialty items such as mugs, t-shirts, beach toys and other items were developed and made available to logo retailers.
As part of the brand strategy, Gulf Shores initiated a comprehensive wayfinding system that included city and district gateways, vehicular and pedestrian guides, beach access identities, information kiosks, regulatory signage, street banners, street and intersection identity signs, facility identities and digital message displays.