A Voice That Goes Where
the Sunshine Leads
For writing within the Follow Your Sunshine brand, our voice is driven by simple, reactive, emotional truths. While our tone is upbeat, playful and bright, our lines should not be overly clever, but rather find their humor, warmth and smile in relatable responses to situations. We’re always looking for ways to explore the emotional depth of a moment, and encouraging our audience to embrace their instincts on vacation. If while writing, you’re looking at an image and asking yourself, “what would the subject be feeling or thinking in this moment?” you’re on the right track.
General Headlines & Copy Guidelines
Our fonts and messaging are only as effective as they are organized. Through type size and positioning, we ensure that what we’re saying is understood clearly and powerfully.
From Inside
Headlines feel like self-talk, coming from a voice inside that encourages, supports and helps make decisions.
Upbeat, Warm & Bright
Playful but positive. Not sarcastic or negative. Energetic and aspirational.
Simple & Reactive
Raw & responsive to visual/situational. Concise copy not weighed down by being overly cute or clever. Doesn’t stand in the way of the viewer’s imagination.
A Level Deeper
Offer verbal tools to envision vacation — past, present and future — in the perfect light. Not just what you can do, but how it makes you feel. Explore the emotional motivation that makes any scenario appealing, exciting, or interesting.
Content Creators
When developing videos, articles or stories with VISIT FLORIDA it is important to be aware of a few guidelines prior to getting started.