Key Challenge
What’s your fancy? Sometimes when a destination offers a plethora of diverse assets it can be hard for a visitor to define.  The Brunswick and Golden Isles along Georgia’s Atlantic Coast was suffering from such reputation diffusion.  Five wholly distinct destinations on four equally unique islands made developing a unified brand identity difficult. A lack of cohesive messaging coupled with an overly long and cumbersome name had resulted in low awareness for the region, especially when compared to top competitors.   

Critical Insight
North Star research uncovered four themes that occurred with amazing frequency . . . quality, diversity of assets, personalized luxury and nature. Visitors not only feel pampered, they feel like the many islands, communities, experiences and activities set the mood for, well, whatever you’re in the mood for! The natural beauty of the Golden Isles is unexpected (not your typical beach experience) and constantly shifting with the light.    

Brand Strategy
North Star recommended targeting those looking for ocean-side destinations with a natural quality. The brand platform positioned the Golden Isles as a destination offering a range of coastal experiences to suit your discerning taste and vacationing mood, returning a deep breath of satisfaction for your time – whichever path or isle you choose.

North Star also recommended changing the name from Brunswick and the Golden Isles to simply the Golden Isles.

“The unifying thread for all these islands is the unique natural beauty of the Georgia Coast and the way each island absolutely caters to the moods of their guests,” explained Don McEachern, CEO of North Star.  “The islands literally and figuratively are as golden as their name implies. When we considered ways to bring that idea to life our creative team kept coming back to the constantly shifting light on the islands.  In the Golden Isles it’s like the right light meets the perfect place . . . and the union is mood lighting for your soul.”

The creative is anchored by the line “Come Shine” with a sophisticated blue and gold logo featuring the region’s symbolic live oak with ocean waves.  Top-notch, perfectly lit photography will take center stage in all advertising and even digital media in order to capture the subtle, changing beauty of the Golden Isles.  Headlines payoff the idea of what happens “in the right light”.

 

Initial Concepts

One of the ways North Star brings your brand to life is with a Brand Identity package, which is the creative representation of your identity. Creative goodies include recommendations for a logo, strap line, color palette, print ads, outdoor boards, t-shirts, websites and more!  (Note:  The “initial concept” is North Star’s recommendation.  As our client’s brand implementation progresses we will provide their “evolution of the idea”!)

 

Brand Action

Bringing a two-dimensional brand to life in a three-dimensional community takes a strong brand action plan. Following are a sampling of action ideas from the hundreds developed specifically for the Golden Isles. All were designed to help them wear their city brand like a second skin.

• Focus on the Cloister - At the Cloister supply every guest with a Kindle (or other e-reader) with a custom selection of books and magazines already downloaded and a customized wrap. 
  
  
  
• Develop events that span the islands - Develop events that include all the islands such as the “Come Shine Lighting of the Live Oaks” featuring a series of tree lightings during the holidays on each of the different islands.
  
  
  
  
• Brand your Visitors Guide - Insert Golden Tickets into a limited number of Visitors Guides offering the holder some special treat while in the Golden Isles.
  
  
  
• Infiltrate your infrastructure - Install a series of branded changing areas giving visitors and residents privacy to slip into swimming suits or shorts.
  
  
  
  
  
  
• Develop branded merchandise – Whether it‟s a flashlight, t-shirt, hat, or cooler branded merchandise is a tangible, memorable way to keep the brand top-of-mind with visitors.
  
  
• Produce “Shine in the sun” magic t-shirts featuring the logo, which changes from black and white to color in the sunlight.
  
  

Kudos

 “North Star went above and beyond expectations on the Golden Isles branding project. I was fortunate to work with such a great team of professionals who are truly customer centric and the end result is a powerful marketing platform to establish the Golden isles of Georgia as a nationally recognized resort destination.”
- Scott McQuade, President and CEO, Golden Isles CVB