Branding — Key West Tourism Brand

This student project had us tasked with choosing a destination to create a tourism brand, I chose Key West, Florida. With its beautiful beaches, palm trees and a vibrant environment, it had a lot to offer, visually. Visual Research and the creation of a Creative Brief was an essential part of the thought process behind discovering the “Key West look”. I found out that Key West has the third largest coral barrier reef system in the world contributing to the ideas of an island as well as aquatic life, as the idea was growing it combined with the beautiful sunsets on an island, I’d begun to find the idea for the logo. With so many potential ways to spin these thoughts I needed to find, the one, eventually landing on the idea of a whale being part of the beautiful waves and the island itself with its tail creating the wave as well as within the negative space of the wave, the sunset on the ocean, with the last added touch of silhouetted birds over the sun. When I had to create the illustrated map, I had to research even further into the many attractions at Key West creating a map that might be used to navigate but is more likely to be enjoyed as fun memorabilia. The software I used in the creation of all assets was Illustrator.