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Hilton Head Island as a destination is a stylish and serene seaside retreat that offers relaxation and refreshment to all who visit. However, research revealed a disconnect between visitors’ actual experiences and the messaging and visuals used in marketing materials. A competitive analysis further revealed that Hilton Head Island’s brand identity was very comparable to other destinations offering similar, or lesser, vacations. The Hilton Head Island Chamber of Commerce challenged SMITH to develop Hilton Head Island’s brand to differentiate the island from these competitors, and also reflect the true brand experience throughout all communications. Further, we needed to create an identity that Hilton Head Island’s sister brands could live under while maintaining their own individualities.

 

SMITH created a new brand identity for Hilton Head Island that reflects the classic feel of a vacation on the island and in the surrounding areas. The new identity uses an editorial style through a branded micro-site, print ads, postcards and collateral to convey a sophisticated, yet whimsical feel, with the communications looking more like a travel magazine than a typical chamber of commerce’s materials. With its fresh approach and unique style, the brand identity serves to set Hilton Head Island apart from its competitors, as well as represent the true Hilton Head Island experience.

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