From Radiant Sunrise to Golden Shore, Visit Lauderdale now has its very own custom destination colour palette. Created in partnership with the Pantone Colour Institute, the unique collaboration marks a new approach to destination branding and reflects Visit Lauderdale’s continued investment in innovative destination marketing by using design and storytelling to create deeper connections with travellers.
“Greater Fort Lauderdale has always been a destination defined by its natural beauty, vibrant culture and unmistakable energy,” said Stacy Ritter, president and CEO of Visit Lauderdale. “Through this collaboration with the Pantone Colour Institute, we’ve translated those qualities into a visual language that captures the essence our community. This palette gives us a new way to tell our story and celebrate the people, places and experiences that make Greater Fort Lauderdale so distinctive.”
The palette translates Greater Fort Lauderdale into a visual story told through colour, expressing place, emotion and experience. As destinations increasingly compete for attention in a crowded travel landscape, the custom palette provides Visit Lauderdale with a distinctive visual identity that can be incorporated across marketing campaigns, creative partnerships, events and visitor experiences, creating a recognizable and cohesive representation of the destination.
“Greater Fort Lauderdale is a destination where colour lives and breathes, from the luminous blues of the Intracoastal to the warm, golden tones that settle across the shoreline at dusk,” said Laurie Pressman, vice president of Pantone Colour Institute. “Working with Visit Lauderdale, we translated that sensory experience into a custom palette that captures the distinct personality and energy of the destination, giving it a visual language as vibrant and welcoming as the place itself.”
The collection features eight custom shades inspired by the destination’s waterways, beaches and vibrant outdoor lifestyle: Radiant Sunrise, Morning Glow, Nautical Breeze, LauderTeal, Seafoam, Ocean Mist, Sandbar and Golden Shore, each inspired by a distinct aspect of the destination’s landscape, culture and lifestyle.
The colour names were developed through a collaborative process that invited local tourism and hospitality stakeholders to help identify shade names that would represent the collection during Visit Lauderdale’s Annual Marketing Luncheon, helping bring a community perspective to the final palette.
For more information about the collaboration with Pantone and to read about the meaning behind each colour in the Greater Fort Lauderdale palette, visit https://www.visitlauderdale.com/pantone/