FLORIDA’S BUSINESS BRAND CAMPAIGN SPEAKING OF WORDS... WE HAVE SOME THOUGHTS ON THOSE TOO. Our business brand tone is progressive, independent, Words selected to accompany BOUNDLESS in fearless and original, and we need to sound like headlines can be aspirational or tangible, as long as it. When crafting copy for this brand campaign, be they support the objective of the communication and sure to use a confident and aspirational tone. reflect Florida’s business-friendly spirit and attributes. BOUNDLESS + Innovation Opportunities Potential Passion Freedom Space Markets Creativity Possibilities Inspiration Vision Optimism 12 | BRAND GUIDELINES