NICOLE KOESTEL
Creative Director & Brand Guide
In 2023, LoveFL had a new mission- foster state pride at scale by expanding outside of it’s large organic social presence. They wanted to become even more of a household name so we went about doing so with a variety of completely new brand awareness campaigns, IRL experiences, and ways to inspire locals to explore beyond their own backyards. We made videos and social content from their asset libraries and created exclusive merchandise that only Floridians would love.
LoveFL Brand Awareness Campaign
In 2023 we launched LoveFL’s first ever brand campaign with a collection of owned and captured footage that celebrates the many reasons why we love calling Florida home.
LoveFL Event Activation
On top of net new campaigns, we wanted to take our love of Florida out from behind the screens and into the actual IRL community. So we launched a 5 stop event tour in summer of 2023, hitting big events across the state; helping spread awareness of our community, giving away some cool swag, but more importantly spreading pride by asking “Why do you LoveFL?”
LoveFL Merch
To celebrate our first ever IRL cross state tour, we created one of a kind shirts and hats, inspired by our very own love of Florida.
LoveFL In State Travel Campaign
With so much to do and see all across the state, we were tasked to encourage Floridians to explore their own backyard more. Our research showed that most people are willing to travel under 150 miles for a weekend trip, so our campaign was built around proximity of 7 major Florida markets. For each location, we featured 3 locations in under 3 hours, reminding Floridians that getaways aren’t far away. For all assets, we built a visual system and templates that were easy to update for each targeted demographic and their nearby getaways.
