Defining Casual Elegance

Working with the City of Sarasota’s Planning Department and over 100 stakeholders MERJE developed a three-part City-wide Wayfinding Master Plan — wayfinding analysis, brand strategy, and schematic designs.

The Wayfinding Master Plan outlined a strategy for implementing a wayfinding program, analyzed the wayfinding issues, addressed technical criteria outlined in the MUTCD and FDOT Rule Chapter, recommended a unified brand strategy for the City and identified funding sources for the project. The plan aims to organize the City by identifying opportunities to mark entrances to the City, promoting the cultural corridors and establishing vehicular and pedestrian connections.

The brand strategy strives to clarify and unify the brand idea for the City of Sarasota. The design team redefined the City’s brand to differentiate the City from other Florida beach towns, to broaden its marketing reach, and to establish its credibility as a one-of-a-kind destination. The City of Sarasota’s new Brand Idea, “Casual Elegance”, is grounded in the Brand Personality: welcoming, enriching, natural and unique.

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