At Destination, we thrive on helping brands transform and evolve to meet the changing needs of their audiences. One of our most exciting recent projects was working with Adventure Coast Southport, formerly known as Southport Pleasureland, on a complete creative rebrand—including a bold new name and visual identity.

To highlight the power of rebranding and showcase our creative service offering, we sat down with our Creative Director, Gavin Bain, who boasts an impressive 31 years in the industry (and counting!). Read below as we discuss his insights, thought process, and the transformative impact of the project.

1. The Strategy

What were the key goals when rebranding from Southport Pleasureland to Adventure Coast Southport?

Our Creative Director shared that the primary goal was to create a brand identity that would capture the imagination of families and thrill-seekers alike while reflecting the park’s exciting vision for the future. “We set out to craft a brand story that captures the spirit of exploration and adventure while celebrating the coastal environment. The name and creative direction had to immerse visitors in that narrative, inspiring them to embark on their thrilling journey.” he explained.

How did you approach capturing the essence of the new brand identity?

“It was all about understanding the heart and soul of the park - its heritage, its audience, and its future ambitions. We immersed ourselves in everything that makes the park special and translated that into vibrant visuals, storytelling, and a brand that visitors would instantly connect with.”

What was the inspiration behind the name ‘Adventure Coast’?

“The name had to ignite excitement while staying true to the park’s legacy. Adventure Coast effortlessly blends the thrill of discovery with the raw beauty of the coastal landscape. It’s a call to every explorer, a promise of unforgettable experiences where nature meets adventure.”

What creative challenges did you encounter during the rebrand, and how did you overcome them?

“One of the key challenges was ensuring that the new brand would resonate with both existing visitors who loved the park and new audiences who hadn’t yet experienced it. We navigated this by finding a visual balance that honoured the park’s heritage while signalling a fresh start.”

What role did research and audience insights play in shaping the creative direction?

“Research was vital. We needed to understand visitor expectations, perceptions of the park, and broader trends in the theme park industry. This allowed us to develop a brand identity that stood out while still aligning with what people value in their experiences today.”

2. Bespoke Service

What bespoke services did Destination provide to Adventure Coast during this rebrand?

“We offered a tailored creative package, from initial brand strategy workshops to visual identity design, strategic campaign concepts, and marketing rollout support. Each element was customised to ensure the brand transformation was both impactful and cohesive.”

How did you ensure the bespoke service offering aligned with the park’s unique needs?

“We worked closely with the Adventure Coast Southport team to understand their vision, challenges, and target audience. This collaborative approach allowed us to create a bespoke and real solution that meets their goals and exceeded expectations.”

What value does a bespoke creative service bring to clients?

“A bespoke service ensures that every creative decision is tailored to the client’s unique identity and business objectives. It’s about delivering a solution that truly resonates and creates a lasting impact.”

What was your favourite part of the rebranding process?

“It’s all about developing that initial spark of an idea—the ‘foetal idea’—and allowing it to grow organically. Once you establish the core concept and the energy behind it, the design elements, colours, and overall vibe start to take shape naturally. It’s not something you rigidly plan but something you prepare for. Rather than forcing colours and text into a predetermined structure, you nurture the concept, and it evolves into something that truly works. That’s the exciting part—seeing the idea come to life and take shape across different platforms. If you begin with a fixed end goal, you risk hitting a dead end where ideas start to fall apart. The key is recognising those pivotal moments and allowing the concept to take flight.”

3. Looking Ahead

How can a well-executed rebrand transform a business?

“A brand rooted in authenticity fosters powerful, effective communication that truly resonates. The rebrand goes beyond aesthetics; it’s about redefining how a business communicates with its audience. When done right, it builds excitement, renews customer engagement, and opens doors to new opportunities.”

What advice would you give to companies considering a rebrand?

“Authenticity is everything—your brand isn’t just a logo; it’s the soul of your venture. Integrity and relevance are non-negotiable. Dare to dream big, think bold, and push creative boundaries, but never lose sight of your core values. The most iconic rebrands don’t just change visuals; they tell a compelling story, spark emotion, and leave a lasting impact.”

The Adventure Coast Southport rebrand is a testament to the power of creative thinking and strategic execution. We’re proud to have played a role in bringing this new vision to life and can’t wait to see how visitors embrace the adventure.

Want to hit the ground running? Reach out to our graphic design experts here.

A Creative Rebrand of Adventure Coast Southport