Background:
Virginia Key Beach Park was established in 1945 and was the premier beach in Miami, Florida for African Americans during the civil rights era. In 1999, a group of concerned citizens formed the Virginia Key Beach Park Trust to recognize the history and legacy of the site.

The Assignment:
To develop their new strategic branding. We conducted focus groups to solicit input from many of Virginia Key Beach Park's stakeholders. These respondents represented all ages, demographics and ethnic diversities. From this information base, we were able to understand how to best communicate Virginia Key Beach Park's point of differentiation.

Results:
The new strategic branding has been received by all stakeholders with resounding delight.