Balancing time behind screens and time spent in nature is top of mind for most people, including Alabamans. Innovate Alabama, Alabama’s first statewide public-private partnership focused on entrepreneurship, technology, and innovation, is launching SEEK, a guide to outdoor life and growing roots in the state.
Innovate Alabama partnered with creative agency Big Com to develop a brand identity and corresponding one-of-a-kind brand campaign for SEEK that repositions how people connect with the outdoors across the state and how it presents Alabama to external audiences.
- Why? Because Alabama’s unique advantage lies in its exciting outdoor recreation offerings. SEEK Alabama aims to shift the perception of the State in the eyes of tomorrow Tech and Innovation talent by elevating Alabama’s outdoor lifestyle and culture.
The goal of the SEEK brand is to attract a population of innovators and tech talent who may not initially see Alabama as a cultural fit. Big Com worked with longtime partner Innovate Alabama to bring SEEK to life, from the foundational brand vision, marketing and communications strategy, and core campaign strategy to the actual name itself.
Drawing inspiration from elite outdoor retail brands like Patagonia, Arc’teryx, and REI, the brand campaign is reminiscent of a lifestyle brand, except the key to being outdoors isn’t pricey athleisure or a luxury water bottle; it’s Alabama’s natural wonders.
- In the :30s hero spot (linked here), viewers can see the state’s inviting ecosphere that one might not expect to find in Alabama, – like breathtaking waterfalls, caves, and inviting bike trails, all being enjoyed by local enthusiasts – and is set to the aptly titled The Who song, ‘The Seeker’.
- The campaign messaging addresses a common ephemeral feeling and poses a solution: that what people are looking for from their weekend, is a way of life in Alabama.
- We all need space to do our best work. Sometimes the spaces are wide open, free of walls and boardrooms and abundant with mountains, beaches, trails and streams. Much like the ones you’ll find in Alabama.
- Whether you’re craving more nature or you’re looking for an affordable and well-rounded city to live in, one that offers all of the food, entertainment and culture you can imagine, whatever it is you’re searching for, one thing is for sure, in Alabama you can have it all at the same time.
The SEEK Alabama brand campaign is now live across social and digital channels. Additional campaign elements include influencer activations and event sponsorships. SEEK Alabama is the premier sponsor at this year’s Fast Company’s Innovation Festival, and printed campaign elements are included on the back cover of September’s Fast Company issue.
The SEEK Alabama campaign is part of an ongoing partnership between Innovate Alabama and Big Com, who also collaborated to create the Innovate Alabama organization website in 2023.
Founded in 2021, Innovate Alabama is Alabama’s first statewide public-private partnership focused on entrepreneurship, technology and innovation. Innovate Alabama implements programs and policies that support Alabama’s innovation ecosystem. Through these efforts, Innovate Alabama empowers entrepreneurs, business owners and students to build a business, a career and a life in Alabama.
Link to campaigns here: Instagram, LinkedIn, YouTube
“SEEK is a movement to change how people see Alabama as a destination for both life and work,” said T.C. Mclemore, Executive Director of Outdoor Recreation Programs for Innovate Alabama. “This is the first initiative of its kind to shine a national spotlight on Alabama’s incredible outdoor experiences. We couldn’t have achieved this without the strategic and creative partnership of Big Com, whose passion for our state helped us craft a message that truly resonates.”
“As a Birmingham-based agency, we have firsthand knowledge of the power of storytelling to transform perceptions,” said John Montgomery, Founder & CEO of Big Com. “Through our work with Innovate Alabama, we’re not just marketing a destination—we’re celebrating our home. We’re proud to help redefine Alabama’s identity on a national stage and show that this is a place where innovation meets a beautiful, balanced way of life.”
