For all those small regional outdoor companies that think they can’t make an impact as a local brand, think again. Coastal Outdoor, headquartered in Myrtle Beach, SC, has done just that with a new logo, new identity system and a corresponding self-promo campaign courtesy of creative director Craig Stevens. Not only did Coastal blanket the Myrtle Beach landscape with multiple billboards of the same theme, they carried it through to business cards and other collateral. (Uh, how about an updated website, guys?)
The “use your outdoor voice” concept has been done a few times, but Coastal’s execution is even more outdoor-centric. Instead of a stock photo of a person screaming, the actual structure is given life with a cartoon mouth and word balloon. It’s a refreshing take on an old concept.
The integrated rebrand and outdoor campaign helps Coastal compete with much bigger competitors and even other media. While other outdoor companies might claim they have more or better inventory, Coastal has the most memorable and most creative brand.