The local chapter of The American Advertising Federation launched a rebranding initiative to more effectively share the club’s purpose, provide information on programs, and increase public recognition. The AAF Board solicited new logo ideas from their professional design members, ultimately selecting our entry from Boost Studio. We updated the former acronym of AAF-Suncoast to a more simplified and easy to say “AdFed Suncoast”, and we created a bold editorial look that merges 1950’s Madison Avenue with The Wall Street Journal. The palette reflects the natural colors found in our area of Southwest Florida — sun, sand, surf, and sky.