Well into the 2nd year of The Flyover and recently launching The Texas Flyover, The Flyover organization approached me to build with their next expansion email newsletter brand—Florida.
Not gonna lie, the first thing I thought of was Florida Man. If you don’t know the reference, well, feel free to look it up. In wisdom, I did not take the brand in that direction.
The goal was to push the visual presentation of the brand further than before—more particular, more distinct, and more arresting, while telegraphing that Florida flavor of sunshine, blue skies, oranges, travel, etc., underscored with brightness throughout.
One of the main differentiators is the website—it looks like a massive post card.
Email Newsletter Brand Deliverables:
- Logo identity creation
- Simple brand guidelines with color palette, typography, and style
- Custom website design, development, and hosting
- Category illustrations for the newsletter and website
- Social media banners and Instagram templates
- Email newsletter template in raw HTML for high deliverability
As I mention on the national The Flyover project, optimizing & compressing images and implementing a strong hosting configuration is necessary to support a high volume of traffic that indirectly places load on the website while users are downloading images in their email clients from the web server.