Case Study: State of Tennessee rebrands to celebrate its music heritage with VMLY&R

State of Tennessee rebrands with VMLY&R to spotlight 7 music genres

The State of Tennessee, specifically its Department of Tourist Development, sought to re-energize its brand to capture the magic of a Tennessee vacation and solidify its position as the premier music destination in the U.S., while also promoting its five core tourism pillars. VMLY&R provided a comprehensive brand strategy and rebranding service to address this challenge.

The solution from VMLY&R was the new brand platform "Tennessee Sounds Perfect," which drew inspiration from the state's songwriting heritage and timeless visual textures. This rebrand positioned music as the primary differentiator while also representing the diversity of Tennessee's outdoor, cultural, and culinary attractions. The updated brand allowed for unique, targeted campaigns to live under the unified umbrella, strengthening the state's overall tourism appeal.

State of Tennessee