SARASOTA, FL - January 3, 2005 - The Gulf Coast of Florida is known for its pristine beaches, a thriving social community and an abundance of retirees and realtors. Yet, the region sustains an underbelly of creatives, entrepreneurs and business executives. The inventors of the region's first daily digital publication, S2: Start Something, wanted to expose and unite these industries in a way that would inject area businesses with real-time news and critical insights. And they wanted to unveil a sleek publication and brand that would instantly hook their targets.
atLarge was tapped to brand, design and market the new publication because of its expertise in interactive brand strategy. In just two weeks, atLarge rolled out the "S2: Start Something" branding campaign that included the logo, interactive Web site and viral marketing vehicle. The engaging design and brand immediately captured readers. The readership base feverishly expanded as subscribers pushed their friends and business colleagues to be "in the know" with the new daily business report. In addition to a buttressing subscriber base, the S2 campaign attracted industry acclaim. It was awarded an Amy Award and the Judge's Choice Award as "Best of Interactive" from the Suncoast Advertising Federation ADDY competition. Launched by Kendall Jones and Anand Pallegar, S2 became one of the most influential, and copied, publications in the Sarasota/Manatee region, with over five thousand subscribers throughout Florida, plus 12 states and three countries.
