(Why we do what we do)
Lives of All
Together, we brighten the lives of all. We ensure that people from every walk of life, from everywhere on Earth, experience moments that light up their day so they glow long after they head home. We are part of 1.5 million Floridians who work around the clock making memories possible for those off-the-clock. It’s our smiles & open arms, ideas & innovation, care & welcoming hospitality that transform people each time they visit. We inspire them to get away and get closer. Then invite them to return and do it all again soon.
It’s not just a promise that we make to our visitors, but the purpose that drives us.
(How we do it)
Florida isn’t just a state. It’s a state of mind. It’s where you go to be more relaxed, more carefree, more open to connections, and more ready for fun. But it’s also a mindset you carry with you every day afterward, reminding you that your vacation self is your best self.
We know that different people take vacations for different reasons, seeking experiences that speak to their individual tastes. Follow Your Sunshine encourages travelers to embrace their own version of a Florida vacation, empowering people to let go of their worries, push away the day-to-day grind, and give in to their best instincts, celebrating the part of themselves that’s brightest, warmest, and most inspired.
A Logo That
Emphasizes Our State
(Without City Name)
The primary logo is to be used in most applications and acts as a call-to-action.
And Its Many Amazing Destinations
(With City Name)
The secondary logo includes the name of the location seen in the photography of an ad.
Colors Inspired By Florida’s Diverse Beauty
Florida has an array of colors from saturated sunsets and pastel homes in the Keys, to turquoise Central Florida springs, to the vibrant interiors of Flagler College in historic St. Augustine, and the rich street art of Wynwood and St. Petersburg. Our palette celebrates that range and uses our “mid” colors as pops within layout so that the imagery is the focus and travelers can connect and be inspired by it.
Welcoming Type That’s Familiar But Fresh
Our brand is modern and approachable and so is our typography. Henderson Sans is our primary font and represents the casual Florida vacation state of mind. We also have a stylized version with a unique shadow effect that makes the type pop off the page. Finally, we have a textured script font for our city lockups and other call-outs that emulates handwriting to add a personal touch.
Headlines / subheads
City Names / Quotes
Capturing Real Emotion
Our photography needs to represent Florida’s diversity of locations and activities as well as the diversity of our visitors. Images must capture the rich emotion brought about by a Florida vacation while still capturing the beautiful surroundings.
Capturing real moments that show connection, surprise, freedom, joy, relaxation, and discovery
Showing the backdrop and textures of the vacation state
The bright colors of Florida and the ability to feel the literal sunshine
A destination for everyone from everywhere on earth
So much more than beaches and theme parks
A Voice That Goes Where the Sunshine Leads
For writing within the Follow Your Sunshine brand, our voice is driven by simple, reactive, emotional truths. While our tone is upbeat, playful and bright, our lines should not be overly clever, but rather find their humor, warmth and smile in relatable responses to situations. We’re always looking for ways to explore the emotional depth of a moment, and encouraging our audience to embrace their instincts on vacation. If while writing, you’re looking at an image and asking yourself, “what would the subject be feeling or thinking in this moment?” you’re on the right track.Learn More
Right here. Right now.
In layout, we bring all the elements together to create a light and spacious look that lets our photography shine. Our new system is flexible and allows layouts to tell short and long stories. A subtle design element like rounded corners harkens to family photo albums while still modern. And the layered photo style creates an emotional connection while providing locational context and telling more of the story.
A Unified Brand Passion and Vision for Florida
Together, we can ensure that Florida speaks with a consistent voice and that we share the Sunshine State’s story in just the right light. Just as this brand has been developed through collaboration, it can only succeed if we work together to maintain it.
Questions about the brand? Please contact the Creative Services team or your account lead.