The nefarious realm of the swamp— dark, mystifying, and strangely alluring. The wetter parts of the Deep South have always induced a spell, and the dark charms of the mire have forever captivated the darker provinces of the American Gothic. From the vast untamed expanse of the Everglades to the creole mojo of the Mississippi delta, the swampland evokes a sense of intrigue and menace. The stealth overlord of this soggy domain is, with little doubt, the American Alligator. And it is by emulating this well-built monster of the mire that the GatorWire brand will acquire its chops.
The approach to design for GatorWire should embody the ribald, durable, bizarre, dark and funky spirit of the swamp’s preeminent beast. Dank humor, cryptic undertones and a hint of bucolic seductiveness create the substratum of a vital and organic brand narrative that is otherwise rational and thoroughly modern. A compelling combination of uniquely Southern charm and state-of-the-art visual communication should define the GatorWire approach to design and all visual vectors should adhere to this uniquely American, 21st Century tone of voice.
As Gatorwire expanded into foreign markets, we discovered that the southern swamp mystique didn’t quite resonate with some cultures. We required an alternative platform. Keeping the Gatorwire assets intact, we supplemented the brand with a ‘subsidiary’ identity: Bayoutech.
Most of all, we were able to supplement the brawny, country-fried image with more universal application that nevertheless fostered the tone, and the Southern core values we set up for Gatorwire.