Seek Alabama campaign, a branding initiative for Innovate Alabama aimed at attracting tech talent and startups by showcasing the state’s natural beauty and affordability, is a thoughtful and impactful campaign from Big Communcations.
We caught up with Janey Diuguid and Jake Odom to break down this fantastic work.
The discussion highlighted the strategic shift from traditional economic development messaging to a lifestyle-focused approach, emphasizing outdoor accessibility, work-life balance, and lower living costs. Through bold branding, an interactive map, and immersive storytelling, the campaign reframes Alabama as an emerging hub for innovation. The dialogue also touched on the evolving perception of the state, the creative process behind the campaign, and the broader impact of branding in economic development.
Watch the Interview
The Brief
Big Communications partnered with Innovate Alabama, a public-private initiative focused on growing the state’s innovation ecosystem. The goal was to attract entrepreneurs, tech talent, and startups by highlighting Alabama’s unique blend of affordability, work-life balance, and outdoor accessibility. A report from the Hoover Commission emphasized Alabama’s underappreciated natural beauty, sparking the idea for a campaign that rebranded the state’s outdoor assets as a lifestyle advantage for tech and startup professionals.
The Strategy
The agency leveraged research showing that innovation talent values access to nature and outdoor experiences. Rather than positioning Alabama solely as a business-friendly state, the campaign focused on lifestyle—encouraging people to see Alabama as a place where they could live, work, and explore. The initiative sought to create a cultural shift in how people perceive Alabama, making it a more desirable location for tech talent seeking a high quality of life without the high costs of major cities like San Francisco or Austin.
The Creative Execution and Work
Initially envisioned as a website project, Seek Alabama evolved into a full-fledged brand. The campaign’s visual identity took inspiration from outdoor lifestyle brands like Patagonia and REI, incorporating a bold, high-visibility color palette to contrast with Alabama’s natural landscapes. A central feature of the campaign is an interactive digital map showcasing hiking trails, parks, and outdoor activities across the state. The campaign emphasizes accessibility and inclusivity in outdoor experiences rather than extreme adventure sports, making Alabama’s nature feel welcoming and inviting.
Lessons Learned
The project highlighted the importance of turning small opportunities into big ideas—transforming a basic website into a full-scale branding effort. It also reinforced that economic development campaigns don’t have to be dry or institutional; by focusing on lifestyle and experience, they can resonate on a personal level. Additionally, the campaign demonstrated the value of data-driven storytelling, using statistics and visual mapping to reinforce Alabama’s strengths as a destination for work and play.
Insights
A key insight from the campaign was that economic development messaging needs emotional appeal. By focusing on lifestyle rather than just business benefits, Big Communications made Alabama feel aspirational rather than just practical. They also worked to create a brand that felt organic and authentic, rather than a government-led initiative, making it easier for people to connect with and share.
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Big Communications
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Janey Diuguid
Jake Odom
SEEK Alabama
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
