AAF-Suncoast Unveils New Brand Identity

Posted: Thursday, August 15, 2013

The American Advertising Federation-Suncoast, Inc. (AAF) is excited to officially announce the club’s recent rebranding initiative and unveil its new logo and website. The transition is part of a significant club movement to more effectively share the club’s purpose, provide information on professional and educational programs, and increase public recognition. The AAF-Suncoast identity has been updated from the previous acronym to the simplified name of “AdFed Suncoast.” A new logo was specifically designed by AdFed member Steve Boris, Creative Director for Sarasota-based Boost Studio, and a new website was designed by AdFed Immediate Past President, Matthew Anderson, and Lee Gaines, of Milestone Marketing Associates.

“Our new logo better communicates who we are as an organization,” said AdFed Suncoast President, Vivian Owen. “We love the bold, classic look and hope that the redesign of both the logo and the website will be seen by our membership as a reflection of our renewed mindset and objective to grow as an organization.”

The AdFed Suncoast Board of Directors solicited new club logo designs from several of their members who work as graphic designers, ultimately selecting a design by Boost Studio.

“We wanted a bold editorial look,” said logo-designer Steve Boris. “The typeface is reminiscent of the austere days of advertising; a kind of 1950s Madison Avenue meets the Wall Street Journal, while we use color--inspired by the natural hues found in our local sunsets--to bring it home to the sun coast.”

The concept for the new website was to create an eye-catching, visually appealing website with increased functionality and new member benefits such as a membership directory, member discounts and member spotlights. Milestone Marketing Associates, a creative communications company based in Sarasota, specializes in building content-rich websites. Matthew Anderson, President of Milestone Marketing Associates, is the Immediate Past President of AdFed and has volunteered his time to continue on the AdFed Board as Internet Chair.

The new AdFed brand identity can be described as fresh, friendly, recognizable and striking–making it the first significant change the organization has experienced in 5 years. The club has developed new logos for club programs, completely renovated the website and strategically developed new unique program offerings for the upcoming year.