Our newest campaign for St. Johns Cultural Council helps establish the region as a premiere arts destination by shining a (bright and colorful) spotlight on a diverse group of artisans at work. The campaign features a variety of artists from Florida's Historic Coast, including glass blowers, chefs, painters, dancers, musicians and more.
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Tasked by the St. Johns Cultural Council to help increase tourism and drive out-of-market overnight stays, Shepherd's first mission was to dispel common misperceptions of the area and properly tell a story of heritage, legacy and culture for America's "First Coast."
We created a brand, Historic Coast Culture, empowered to tout all aspects of the region's offerings, including visual arts, performing arts, literary arts, festivals, living history and many cultures. These pillars are represented operationally and in the logo's use of colored banners. When placed together, the banners form a negative space that mirrors the outline of St. Augustine's famous Castillo de San Marcos fort.
The tagline and positioning, "Culture Around Every Corner," plays upon the corners represented in the mark, while encouraging visitors to explore the many different sides of St. Augustine, Ponte Vedra and the Beaches. We also designed and built a website that continues today as the main hub for all arts, culture and heritage activities.
Today, Shepherd manages every aspect of the brand's marketing and advertising efforts across digital, social media, public relations, paid media and creative.
