The Tennessee brand draws inspiration from its rich musical heritage, where more songs are written, recorded, and performed live than anywhere else in the world. This effort aimed to position the state as a true haven for music lovers and highlight Tennessee’s stunning scenery, endless outdoor adventures, and diverse culinary scene, encapsulating the state’s vibrant and unique spirit.

The Tennessee Department of Tourism Development sought to re-energize the brand in a way that captures the magic of a Tennessee vacation and expresses their core differentiator as the music destination in the U.S. while still uplifting each of it’s five core pillars.

Tennessee is the music capital of the world and home to countless songwriters who have put the state on the map—songwriters who inspired the brand’s new platform, Sounds Perfect. The new brand draws not only from the timeless textures and rich musical heritage of woodblock printing but also takes bold steps toward the future.

While music remains the primary differentiator, the updated brand also represents the vast diversity of Tennessee's outdoor, family, cultural and culinary attractions, which are integral to the Tennessee experience. Unique campaigns live beneath the TN Sounds Perfect umbrella, but flex to speak to their target audience.

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