Support for the "It's Cooler in the Water" campaign, intended to increase turnout for midday games. The Daytona Tortugas entertains a large number of retirees and families that want to attend matinee games but are especially sensitive to the East Florida heat.

Along with a number of facility improvements, the campaign includes new motion graphics for the main screen and ribbons, a new temperature-sensitive baseball tee designed to encourage the use of ice packs, and signage encouraging guests to take advantage of free water stations.

The new motion graphics bring existing design elements to life, animating the D icon and mascot Shelldon with a refreshing and invigorating sense of flow.