For destination marketing organizations (DMOs), a brand is more than a logo or tagline — it’s the story a community tells the world. Over time, that story must evolve to reflect new opportunities, shifting traveler expectations and the unique character of a place.

A successful refresh takes more than a new logo. It’s a research-driven process that blends creativity, strategy and collaboration. Drawing from the experiences of Visit Baton Rouge and Visit Corpus Christi, here are five steps to guide your own brand refresh.

1. Recognize When It’s Time

The first step is knowing when your brand no longer aligns with your destination’s direction, identity, or audience needs.

Visit Baton Rouge launched its brand refresh in May, following 20 years of using the same identity, with only a minor refresh in 2018. “With new leadership and exciting community developments on the horizon, we knew we needed something modern that would create greater awareness globally,” says Laura Cating, Senior Vice President of Marketing & Communications.

Visit Corpus Christi began its process in 2020 after transitioning from a traditional CVB to a Destination Management Organization and officially launched its refreshed brand in early 2021. “The last major brand iteration no longer reflected the direction or values of the community or organization,” says Danielle Galindo, Creative Director.

Pro Tip: Organizational change, market shifts or outdated creative cues are signs it may be time to revisit your brand.

2. Ground the Process in Research

A successful refresh starts with data, not assumptions.

Visit Baton Rouge engaged creative and PR agencies to lead “data collection, analysis and creative implementation,” conducting surveys, traveler diaries, audience studies and immersion trips. They also studied the use of distinct symbols by other DMOs, such as Visit Dallas’s star and Visit Oklahoma City’s bridge, to anchor their own visual identity.

Visit Corpus Christi combined agency expertise with in-house inspiration, drawing from local culture and the success of storytelling-driven DMOs. “From the start, we recognized that a brand is a living, breathing identity: one that must evolve alongside the needs, priorities and opportunities of the community it represents,” Galindo explains.

Pro Tip: Comprehensive research not only strengthens your creative direction but also builds stakeholder trust.

3. Collaborate Closely

The best brand work happens when agencies and internal teams work as one.
Visit Baton Rouge kept a “very integrated relationship” with their agency partners through bi-weekly and ad-hoc meetings, ensuring creative stayed aligned with goals.

At Visit Corpus Christi, the agency set the creative foundation, but the internal team led the evolution since launch. This gave staff ownership and allowed the brand to stay fresh and relevant.

Pro Tip: Develop internal capacity to sustain the brand's momentum after launch.

4. Prioritize Internal Adoption

A brand’s success depends on how well it’s embraced inside your organization.

Corpus Christi’s takeaway: “A brand is only as strong as its adoption… Even the best-designed brand won’t stick unless your staff feels empowered to use it.”

They created Brand Aid, an internal brand enablement program with templates, training and a SharePoint hub for assets and guidelines. This streamlined access reduced confusion and strengthened brand integrity across the organization.

Pro Tip: Equip your team with the tools and confidence to consistently apply the brand.

5. Launch With Impact — and Keep It Alive

Your brand launch is your moment to create excitement and connection.

Visit Baton Rouge unveiled its new brand during National Travel and Tourism Week with receptions, a ribbon-cutting ceremony for its future visitor center and office space, local event activations, murals, and campaign advertising in drive and fly markets.

Corpus Christi introduced their identity with Gulf Coast Capital Night, partnering with the local baseball team for a community celebration that included a brand anthem video, in-game activations, custom jerseys and giveaways.

But the work didn’t stop there. Brand Aid turned Corpus Christi’s launch into “a sustainable, everyday practice,” while Baton Rouge continues promotions through events and campaigns.

Pro Tip: Treat your launch as a starting point, with ongoing activations to maintain momentum.

Final Takeaways

As Galindo advises, “A successful brand isn’t built overnight or by an agency alone. It requires constant reinforcement, cross-departmental buy-in and tools that meet people where they are.”

In a competitive travel market, a thoughtful, research-driven refresh ensures your DMO isn’t just changing its appearance — but telling a more authentic, compelling story that resonates for years to come.

Watch Visit Baton Rouge’s Find Your Pace campaign video.

Watch Corpus Christi’s Brand Anthem.