Explore Seattle Southside’s new visual identity is a testament to the power that a creative design can have in shaping perceptions of your place. Bringing together three distinct cities under one brand narrative, this new strategy celebrates micro-adventures and the quirkiness you can find under the surface of the most unexpected of places. To understand what the secret was to Seattle Southside’s success, we sat down with CEO Mark Everton to find out how they breathed new life into the region’s tourism marketing.

Congratulations on winning the Best Use of Design for your new identity! What prompted you to develop a joint brand for SeaTac, Tukwila, and Des Moines? 

 

Since its inception in 2002, Explore Seattle Southside (formerly Seattle Southside Regional Tourism Authority) has evolved significantly. Prior to the COVID-19 pandemic, the brand was performing adequately, but there was a growing need for a refresh to better align with our mission. COVID, travel disruptions, and the change in traveller expectations that we all experienced placed pressure on many organizations to re-imagine what travellers to their destinations were seeking. Our goal was to re-image what opportunities the Seattle Southside region can provide to travellers. Our region surrounds the 9^th busiest airport in the US, and the 52 million passengers traversing our region annually allowed us to focus on not ‘how to attract travellers’ but instead how do we distract them to have them stay in our region a bit longer.

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