Unlocking a brand to stand out above the rest and change past perception is what we here at SPARK sought out to do with the Visit Tampa Bay brand. Our goal was to take the historical icons and culture of the city and embrace it for the future and that's what we did.

2. c r e at i v e
b ra n d op p ort un i t y
p r od u c t ion
POSITIONING
IDENTITY
TAGLINE
TYPE DESIGN
GIVE TAMPA A REAL BRAND THAT MAKES IT STAND OUT FROM THE REST OF FLORIDA.
For years, Tampa has been getting lost in the shuffle—seen as typical
Florida. But we knew better. We live here. Our goal was to give Tampa
a brand reflective of its distinct history, while also embracing the
promising future that keeps us here.
PHOTOGRAPHY
BRAND VIDEO
MOTION DESIGN

3. How do you unite a city that
means different things to
different people?
We started by looking into Tampa’s
history, concentrating on objects, people,
and places that are both distinguishable
and authentic to the area. This uncovered
the area’s roguish, anything-goes
heritage and imagery that included the
University of Tampa’s iconic minarets.
The city’s well-known Gasparilla pirate
festival, an annual celebration unique to
the area, was also considered. Through
this exploration, the brand took shape.

4. i de n t i t y

5. Delivering a logo isn’t enough.
The brand has to get people
excited and proud to live here.
The new logo and brand personality were created to instantly give residents and
visitors a point of differentiation. It feels like Florida, without looking or sounding
like every other Florida city.
With the new brand in place, we set out to bring it to life. From business cards and
apparel to collateral pieces and a brand launch video, we established the tone for
all future Tampa Bay work.

12. r e s ult s
review from branding expert
Armin Vit
4 out of 4 national
and international focus
groups gave the brand
the highest marks.
Recognized twice in
Print’s 2014 Regional
Design Annual.